The Super Bowl is going to The Nerds. In a bold move to capture the attention of millions on advertising’s grandest stage, the popular candy brand under Ferrara’s umbrella is set to unveil its first Super Bowl commercial during the February 11 game on CBS.
The 30-second spot, strategically placed in the second quarter, will also grace the screens of Nickelodeon during the kid-friendly broadcast of the game, presenting a unique opportunity to engage with a younger audience.
Creative responsibilities for this milestone moment have been entrusted to Digitas Chicago, with Mindshare handling paid media and Golin taking charge of public relations.
Greg Guidotti, Chief Marketing Officer at Ferrara, teased that the commercial will be a “fresh take on the Nerds characters” and promises to deliver a “multisensory experience.” This hints at an innovative and immersive approach to showcasing the beloved candy brand, likely designed to resonate with viewers on multiple sensory levels.
Nerds’ decision to enter the Super Bowl advertising arena aligns with its recent surge in growth. According to a brand representative, Nerds has significantly boosted its manufacturing capacity by 360% to meet rising demand. Additionally, the candy brand has tripled its investments in marketing, underlining its commitment to establishing a strong presence in the competitive confectionery market.
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This move places Nerds alongside other notable food brands that have confirmed their Super Bowl ad buys, including Pringles, Oreo, and Hellmann’s. The decision to debut during the Super Bowl marks a significant milestone for Nerds, signifying its confidence in the brand’s appeal and potential to connect with a massive and diverse audience.
As anticipation builds for this multisensory commercial debut, Nerds aims to leverage the unparalleled reach and cultural significance of the Super Bowl to propel its brand visibility to new heights.
Super Bowl LVIII will be played at Allegiant Stadium in Las Vegas, Nevada on Sunday, February 11, 2024. It will be broadcast on CBS and streamed on Paramount+ and Nickelodeon. Usher will perform at halftime.
Business Insider first reported the ad buy. For all of Reel 360 News’ Super Bowl coverage, click here.
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