Sweethearts! Nerd-flavored sweets make their Super Bowl debut for the first time ever!
Wanna Hear a Sweet Tale? The Nerds Are Making Their Big Game Debut at Super Bowl 58
Get ready, football fans, 'cause here comes a bunch of sugar-coated nerds! That's right, Ferrara Candy's beloved Nerds brand is finally taking the field in the Super Bowl, after a 40-year hiatus.
Sit back and enjoy the show during the second quarter, as the lovable Nerds characters - big-eyed, two-footed, armless wonders that kinda look like the rock-shaped candies - take center stage in a 30-second ad, all crafted by Digitas Chicago. This ad extravaganza promises to tickle your taste buds with a fresh take on the Nerds gang while engaging all your senses, as the brand puts it.
So, what's the big deal? Well, aside from Nerds making their Super Bowl debut, this is also the first time Ferrara Candy Company will be playing ball in the game. Exciting stuff, huh?
Now, let's talk about the star of the show: the Nerds Gummy Clusters. Why, you ask? Because these tasty treats offer the classic Nerds crunch, yet there's a gummy center to kick things up a notch.
The question is, why now for Nerds? Well, these fruity fellas have been growing like crazy, climbing from $50 million to a whopping $500 million in annual retail sales in just five years! Seems like there's plenty of room for more growth, and the Super Bowl might just be the stage to make it happen.
First introduced in 1983 by Sunmark Corp. under the Wonka candy brand, Nerds became "Candy of the Year" in 1985 thanks to the National Candy Wholesalers Association. The brand has been with Ferrara Candy Company, a subsidiary of the Ferrero Group, since 2018.
Over the years, Nerds has branched out, debuting Nerds Rope in 2001 and getting a packaging revamp for the first time since 1985. The company also introduced Big Chewy Nerds and Sour Big Chewy Nerds and, more recently, Gummy Clusters, which currently top the sugar candy category, with 67% year-over-year sales growth. To keep up with demand, Nerds has ramped up manufacturing capacity by a whopping 360% and tripled marketing efforts.
But that's not all. This candy brand has made its mark in popular culture, with appearances in retro 80s show Glow and a partnership with Dungeons & Dragons for an exclusive campaign. The Super Bowl spot will be accompanied by a 360-degree marketing campaign, spraying across multiple channels. The fun started back in November, with in-store Super Bowl displays of Nerds, SweeTarts, and Trolli at retailers nationwide. And if you buy packs of the Nerds Gummy Clusters, you could score a chance to win a 2025 Super Bowl trip!
The campaign will be backed by Golin for public relations, Mindshare for media, and AUC for shopper support. So, stay tuned, gang – it's gonna be a sweet ride!
- The Nerds brand, known for their candies, will be making their Super Bowl debut in 2025, displaying a 30-second ad that promises to engage all senses.
- In recent years, the Nerds candy has experienced significant growth, expanding from $50 million to $500 million in annual retail sales.
- Aside from its Super Bowl debut, the Ferrara Candy Company will be making its first appearance in the Super Bowl game.
- In addition to the Super Bowl spot, Nerds will launch a 360-degree marketing campaign, involving retailers nationwide, public relations, media, and shopper support.
- As part of the campaign, consumers have the chance to win a 2025 Super Bowl trip by purchasing packs of the Nerds Gummy Clusters, currently topping the sugar candy category with 67% year-over-year sales growth.
