Reese’s Chocolate Lava: The Super Bowl ad that actually worked

When watching Super Bowl ads, I always ask myself, Did that ad just convince me to buy the product? Most of the time, the answer is no. Ads that rely on drama, pain points, or negativity don’t stick with me the way brands hope. They might grab attention, but they don’t make me want to run out and buy something.

But every once in a while, an ad nails it.

That’s exactly what happened with the ad for Reese’s Chocolate Lava Big Cup. Even though this ad was VERY over-the-top, it was also simple: people craving the new chocolatey, peanut-buttery goodness. I want it! I want it!—the intensity of the reactions was funny, but also… relatable. I love chocolate, so I was fully on board with the idea of this new lava-filled peanut butter cup.

I even told my kids, Those Chocolate Lava Reese’s look so good—I’m getting some.

A Walgreens store shelf stocked with Reese’s Chocolate Lava Big Cup King Size candy bars. The packaging is bright orange with an image of a peanut butter cup filled with chocolate lava. The price tag below indicates a promotional deal: $2.99 each or 2 for $4, with a note about a $1.79 savings when purchasing two.

A close-up of a Reese’s Chocolate Lava Big Cup package held in my hand. The Walgreens shopping cart is visible in the background. The packaging highlights the product as a "King Size" treat, with an image emphasizing the chocolate lava filling inside the peanut butter cup. The calorie count per piece (190 calories) is also visible on the wrapper.

Mission accomplished.

Did it live up to the hype?

The Reese’s Chocolate Lava Big Cup sits on the plate, split open to reveal its decadent core. The familiar peanut butter layer, rich and golden, is nestled inside the thick milk chocolate shell. But the real showstopper? The molten chocolate lava oozing from the center, dark and glossy, spilling onto the plate like a slow-motion dessert commercial come to life.

It’s as if a classic Reese’s Cup took things to the next level—like it got a gourmet upgrade. The contrast is mouthwatering: the smooth, melty chocolate, the dense peanut butter, the perfect balance of sweet and salty. Every bite promises a gooey explosion of warm, fudgy goodness, mixing with the nutty, creamy filling in a way that should be illegal in 50 states.

You can practically hear the chocolate breaking apart, the slight resistance of the peanut butter before the lava rushes out, coating your tongue with pure, chocolatey bliss. It’s a dessert dream, a next-level indulgence, a must-experience bite of heaven.

You don’t just eat this Reese’s. You experience it.

Each cup is a bit large, so I cut the Reese’s cup in half, and the lava flowed out. The cup overfloweth. (yes, that’s a Bible verse reference). My kindergartener and 3rd grader said it was good, but messy.

Maybe you gotta put the whole thing in your mouth. But then you’ll drool lava. YOU’LL BE A LAVA-DROOLING MONSTER!

Oh yes, eat these Chocolate Lava Reese’s, and you’ll become a lava-drooling dragon. What else can eat lava, but a dragon?

One thing is for sure: the ad worked. We bought it.

Have you ever actually gone out and bought something because of a Super Bowl ad?