Nestle (NSRGY) is planning to enter the peanut butter cup market with a splash.
The venerable Swiss candy-maker has created an ad that will run during this year’s Super Bowl to tout its new Butterfinger Peanut Butter Cup. It’s Nestle’s first Super Bowl ad ever, and puts a decidedly adult spin on the new Buttercup candy, CNBC notes.
In a teaser for the ad, “Mr. and Mrs. Peanut Butter Cup” visit a “Food Therapist’s” office. While waiting to see the therapist, they peruse a magazine featuring a centerfold of the new Butterfinger Peanut Butter Cup and become, well, excited. Meanwhile, a man and woman marked Cheese and Crackers prance out of the therapist’s office holding a long salami rather enthusiastically — and suggestively — while elderly Oatmeal cringes in the background.
The ad ends with the tag line. “The Cup is about to get crunchy.”
Nestle is hoping that adding crunch to peanut butter cups will prove a winning formula for Butterfinger. The traditional Butterfinger candy bar is almost a century old, but Butterfinger bars are usually not consumed in quantity due to their super-sweet taste.
Heading into the peanut butter cup business is a brave move for Nestle. Hershey (HSY) says its market-leading Reece’s Peanut Butter Cups brand generated sales over $1.5 billion in 2013, far ahead of any other domestic candy brand.