Redeem now - Candy brand Nerds has bought an ad in the Super Bowl for the first time in its 40-year history.
- The 30-second spot will run in the second quarter of next year's big game.
- It caps almost four years of explosive sales growth.
Confectionery brand Nerds is set to feature in the Super Bowl commercial breaks for first time its 40-year history, capping almost four years of explosive sales growth.
This story is available exclusively to Business Insider subscribers. Become an Insider and start reading now. Have an account? Log in.Nerds owner Ferrara said the brand has increased its annual retail sales to around $500 million, up from just $50 million in 2019.
That's partly due to the equity of the brand and its ability to tap into popular culture on social media, but also the release of its Nerds Gummy Clusters chewy candy product in 2020, said Ferrara Chief Marketing Officer Greg Guidotti.
Nerds Gummy Clusters marked 67% year-over-year sales growth this years, the company said. It is the top-selling brand in the US sugar candy category, according to the market research company Circana. To meet demand, NERDS has increased the size of its manufacturing capacity by 360% over the past year and tripled its marketing investments between 2021 and 2023, according to Ferrara.
"It's a once in a career innovation that's been the catalyst for that growth," Guidotti said.
The Super Bowl spot, a 30-second ad set to run in the second quarter of the game, will mark the largest marketing investment in Ferrara's history, the company. Super Bowl LVIII broadcaster CBS is reportedly charging up to $70 million for 30 seconds of airtime during the upcoming big game, which will take place on February 11.
Guidotti declined to offer specific details about the content of the ad, other than to say it will offer a fresh take on the NERDS characters, which feature on its packaging, and that it will be a "multisensory" experience, much like shaking the box and tasting the brightly colored candy.
While Nerds Gummy Clusters have achieved 15% US household penetration, that still leaves 85% that haven't tried the product yet that the brand is hoping to reach with next year's marketing push. Once consumers try the product, 65% go on to buy it two to three times a year, and 22% buy it more than six times, Guidotti said.
"With 115 million people watching the Super Bowl, there's no better platform," to boost awareness and encourage consumers to try NERDS Gummy Clusters, Guidotti added.
The linear TV ad will be supported with additional marketing activity on social media, digital channels, audio platforms, and in-store.
Creative agency Digitas Chicago created the Super Bowl ad and accompanying campaign, while Mindshare is handling paid media, Golin is responsible for PR, and AUC is the brand's retail agency.
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