NERDS is returning to the Big Game for the third consecutive year, this time with a juicier twist. The Ferrara-owned candy brand is introducing NERDS Juicy Gummy Clusters, its most significant product innovation since the breakout success of NERDS Gummy Clusters, in a new 30-second spot titled “Taste Buds.” The ad stars cultural tastemaker Andy Cohen alongside the brand’s beloved “Gummy” character.
Set to air during the second quarter, the spot frames Cohen as Gummy’s personal “Taste Bud,” a trusted hype man helping the character prepare for its MEGA red-carpet debut. As the two walk the carpet together, Gummy transforms into a larger-than-life version of itself, becoming MEGA, CRUNCHY, GUMMY, and JUICY, a playful metaphor for the multisensory experience of the new candy.
NERDS Juicy Gummy Clusters take the brand’s signature format to the next level, featuring tangy, crunchy NERDS candies on the outside, a chewy strawberry-flavored gummy center, and now a burst of strawberry punch-flavored juice inside. The result is a MEGA bite that’s double the size of the original Gummy Clusters. Watch below:
“Listen, I know MEGA moments. I know when something is JUICY. And Gummy’s transformation is both of those,” noted Cohen. “Being Gummy’s ‘Taste Bud’ and wingman for its MEGA red-carpet debut was incredible. The new NERDS Juicy Gummy Clusters? They’re as satisfying as the best reality TV moment. This Big Game spot is going to be epic. You do not want to miss what NERDS and I are serving up.”
The campaign began rolling out in January with a teaser featuring Cohen at a high-energy party, surrounded by NERDS characters and fielding mysterious phone calls that ultimately reveal Gummy as his “taste bud” with some very “juicy” news to share.
“Returning to the Big Game is a testament to the NERDS brand’s momentum, connecting both to culture and the consumer,” said Greg Guidotti, Chief Marketing Officer at Ferrara. “Andy’s ability to spotlight what makes people – or in this case, our next level innovation – special is unmatched. Andy is the perfect ‘Taste Bud’ to help Gummy shine and introduce audiences to the MEGA, CRUNCHY, GUMMY, JUICY multisensory experience that our new NERDS Juicy Gummy Clusters innovation delivers.”
The Big Game spot anchors a broader 360-degree marketing push spanning paid media, retail displays, partnerships, gifting, PR, digital, and social platforms. Fans can learn more about the new product and find retailers by visiting nerdscandy.com and following @NerdsCandy on Instagram and TikTok.
With Andy Cohen as its wingman and Gummy ready for its spotlight moment, NERDS is betting that juicy innovation and a little red-carpet swagger will win over taste buds everywhere.
CREDITS:
AGENCY: Digitas Chicago
PRODUCTION COMPANY: RESET
VFX: Framestore
MEDIA AGENCY: iProspect
PR: Golin
SOCIAL AGENCY: Day One Agency
RETAIL: AMP
TALENT: Command Entertainment Group
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