On December 4, 2024, an exuberant Hershey Company announced that “ Reese’s is back, baby! ” The confectionary giant was referring to its 2025 Super Bowl spot for the Reese’s Chocolate Lava Big Cup, which followed up on its 2024 ad for the Caramel Big Cup.

Well, listen up, baby: Reese’s won’t be back for Super Bowl LX.

Hershey’s corporate confirmed that it will sit out the big game in February, despite having a consistent presence of late.

“After participating in the big game for the past two years, we’re taking a different strategic approach this year—one that continues to prioritize cultural relevance and connecting with consumers in more targeted, meaningful moments,” VP of consumer connections Vinny Ronaldo told ADWEEK. “We have exciting plans ahead and look forward to sharing mo

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