In the Olympics of advertising, our team was handed a challenge: take an existing Super Bowl spot and elevate it into a breakout cultural moment amidst a flood of celebrity-packed campaigns. Our secret weapon? A sweet twist—and Kylie Kelce. A lifelong Lindt lover and member of America’s favorite football family, Kylie brought her charm, wit and authentic warmth to the brand. As this year’s It Girl, she helped Lindt cut through the clutter by showing how a little sweetness goes a long way—especially during game day.

To complement the TVC, we leaned into the full emotional rollercoaster of Super Bowl Sunday. The parties? Packed with salty snacks—nachos, chips, queso, pretzels—and sometimes, salty guests. That’s where Lindor truffles came in: the perfect balance to all that savory chaos.

The content followed Kylie prepping for a Super Bowl watch party, with playful cutaways between setup and the party itself. Her truffles? Definitely not just for guests. The result? A viral hit. With over 32.7M views and 263.4K likes across TikTok and Instagram, fans rushed to grab their own Lindor chocolates ahead of kickoff. Even Jason Kelce—partnered with a top competitor, Reese’s—couldn’t help but admit in the comments his love for his wife and the competing chocolate.