Nerds Candy to Debut in Super Bowl LVIII
In a surprising twist, Nerds candy is gearing up to make its first-ever appearance at the Super Bowl marketing extravaganza in 2024. This debut also marks the first time that its parent company, Ferrara, has dipped its toes into the Big Game advertising pool.
Nerds candy is set to take center stage with a 30-second commercial slated to run during the second quarter of the game. According to a statement from the brand, this advertisement will showcase “Nerds and its lovable characters like you’ve never seen them before,” all while putting the spotlight on the brand’s immensely popular Nerds Gummy Clusters. The brand tantalizingly promises “not just a fresh look at the Nerds characters” but an experience that “will engage all the senses.”
This tantalizing description suggests a fantastical element akin to what you might expect from the upcoming “Wonka” movie. Interestingly, Nerds was once part of the Willy Wonka Candy Company family of brands, which Ferrero Group acquired from Nestlé. However, the brand was discontinued in 2018. Ferrara breathed new life into the Wonka branding with a limited-edition release of Wonka Magic Hat Gummies in September, just ahead of this month’s debut of the “Wonka” movie.
In addition to the national broadcast ad, this captivating campaign, developed in partnership with Digitas Chicago, will span various marketing channels. Ferrara has already kicked off the effort with in-store marketing campaigns promoting its Nerds, SweeTarts, and Trolli brands across retailers nationwide. Furthermore, they’ve launched an enticing sweepstakes where customers who purchase packs of Nerds Gummy Clusters can enter for a chance to win a trip to the 2025 Super Bowl.
The decision to make a Big Game appearance for the first time has been attributed in part to the remarkable success of Nerds Gummy Clusters and the broader Nerds family. The brand proudly declared that Nerds Gummy Clusters have achieved a staggering 67% year-over-year sales growth, prompting them to increase manufacturing capacity for the candy by a whopping 360% and tripling their marketing investment. Over the span of five years, Nerds, as a whole, has skyrocketed from $50 million to $500 million in annual retail sales, solidifying its position as a leading brand in the sugar candy category, according to Circana data cited by the brand.