Reese’s

Live Experiences

Feb 18

Written By Abel McCallister

Chocolate Lava Big Cup Super Bowl Launch

Strategy

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3D Design

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Graphic Design

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Fabrication

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Production

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Strategy • 3D Design • Graphic Design • Print • Fabrication • Production •

Overview

Reese’s was looking to make a bold, unforgettable statement around its new Chocolate Lava Big Cup during Super Bowl week — and to extend the excitement of their national ad into a physical experience.
To help Reese’s turn up the heat for its Chocolate Lava Big Cup Super Bowl debut, we concepted, designed, and produced a one-of-a-kind Voice-Activated Volcano Vending Machine. This fiery centerpiece invited fans to yell the Super Bowl ad’s now-iconic catchphrase:
“It’s lava time, baby!”

From February 6–7, at New Orleans’ bustling Riverwalk Outlets, fans and NFL stars alike lined up to take part. Upon approaching the interactive volcano, guests were prompted via an animated interface to wait for the perfect moment—then let the catchphrase fly. If their timing and volume were right, the vending machine erupted, delivering a free Chocolate Lava Big Cup with a splash of theatrical flair.

NFL athletes including Kirk Cousins, Keon Coleman, Jaxon Smith-Njigba, Fred Warner, and Jahmyr Gibbs joined in on the fun before the machine made its way to one of the week’s hottest parties: Travis & Jason Kelce’s New Heights Live Super Bowl Bash.

Our team ensured the machine’s playful energy matched the tone of Reese’s national TV spot, with vibrant visuals, animated LED elements, and responsive audio integration for a seamless shout-to-snack interaction.

Results: