Hershey's brand Reese’s is returning to the Super Bowl with 30-second spot from Erich & Kallman. Reese’s was "light on details" and it is "unclear whether the spot will run on Nickelodeon’s kid-friendly broadcast of the game." Reese’s last appeared in the Big Game in 2020 and this will mark Hershey’s third Super Bowl spot. Reese’s joins fellow candy brands Nerds and M&M’s that have also confirmed ads in Super Bowl LVIII (AD AGE, 1/8).
Meanwhile, General Mills brand Totino’s Pizza Rolls is partnering with with hot sauce brand Tapatio for a "pre-show integration surrounding the Spanish broadcast of the Super Bowl on Univision and Totino’s first Spanish-language ad spot." During the broadcast, Totino's will release its first Spanish-language spot, “Hang Time,” which features a "pizza delivery driver who makes a stop that turns into a hangout centered around pizza rolls." Others have also "recently made Hispanic audiences a priority," including TurboTax, McDonald’s and Lexus (MARKETING DIVE, 1/8).
