Reese's Chocolate Lava Big Cup

Reese's needed awareness and video views for the launch of its new Chocolate Lava Big Cup, another entry in a brand line that ships frequent format extensions and so has to earn each new cup its own moment of attention. Super Bowl week concentrates snack-buying attention, but it is also the most contested marketing moment of the year, so a new product needs borrowed relevance rather than another straight ad. Influential's read was simple: snacks and sports go hand in hand around the Super Bowl, giving the new cup a ready cultural stage.

Rather than scripted product ads, Influential put the cup in the hands of NFL players and let playful, personality-led content carry the launch. Six athletes, including Kirk Cousins, Jaxon Smith-Njigba, Fred Warner and Jahmyr Gibbs, posted Instagram content timed to the Super Bowl, with paid support behind the creator posts. The creative spotlighted the players and let the product ride along, addressing a dual audience of committed football fans and Reese's lovers primed for new product news.

Tying a line-extension launch to a moment the audience already cares about did the heavy lifting on relevance, and concentrating on Instagram alone kept the creator system simple and the reporting legible. Influential reports 13.4M organic views, blended video engagement at 7.1x its benchmark, paid click-through at 3.3x benchmark, and 96% positive or neutral sentiment. Every figure comes from the agency's own case page; no trade press, client statement or award record corroborates it, the benchmarks are undefined, and the year and sales effect are not stated.