Hershey will not return to the Super Bowl in 2026, ending a two-year streak of high-profile Reese’s commercials that had become a recognizable part of the event. The company confirmed that it will step back from the upcoming game, despite having invested heavily in its last two Super Bowl appearances.
A spokesperson explained that Hershey is taking “a different strategic approach this year,” one focused on cultural relevance and more targeted engagement, rather than a single major advertising moment. The company said additional details about its 2026 plans will be shared later next year.
The announcement marks the end of a short but notable run for Reese’s on Super Bowl screens. In 2024, the brand used its multimillion-dollar slot to unveil the Caramel Big Cup, a twist on the classic Peanut Butter Cup featuring a thick layer of caramel. The commercial humorously portrayed fans panicking at the idea of altering the original recipe—until they learned the change involved adding caramel rather than replacing anything.
In 2025, Hershey returned with “Don’t Eat Lava,” an over-the-top, comedic ad promoting the Chocolate Lava Big Cup. Viewers saw fans diving into danger after mistaking the candy’s molten chocolate center for real volcanic lava, highlighting the brand’s playful tone.
A difficult backdrop for chocolate makers
While Hershey did not directly link its decision to skip Super Bowl LX to financial pressures, the context of 2025 paints a challenging picture for the chocolate sector. Tariffs imposed on cocoa imports from countries such as Ghana and Ecuador significantly increased production costs throughout the year.
A mid-2025 analysis estimated that these tariffs added around $100 million in quarterly expenses for Hershey. Later, the company revised these projections upward, saying the impact could reach $170 million. In response, Hershey announced price increases—described as “low double digits”—due to soaring cocoa prices in major exporting countries like Ivory Coast and Ghana.
Relief finally came in November when President Trump signed an executive order exempting cocoa, coffee and tea from reciprocal tariffs. Hershey welcomed the measure, noting that it would ease some of the cost burden linked to global supply-chain disruptions.
A sporadic but memorable Super Bowl advertiser
Even as the largest producer of chocolate snacks in the United States, Hershey has historically been an irregular participant in Super Bowl advertising. The company made its game-day debut in 2008 with a commercial for Ice Breakers gum featuring Carmen Electra. It did not advertise a chocolate brand during the event until 2020, when Reese’s Take5 received a promotional push after being rebranded.
The Reese’s Big Cup campaigns of 2024 and 2025 temporarily changed that pattern. But with Hershey stepping away from Super Bowl LX, the company appears ready to rethink its approach to mass-audience advertising and explore new ways of staying culturally relevant.
