• by Sarah Mahoney , 3 hours ago

This may be Nerds’ third time in the Super Bowl, but it’s got a new play: This year’s spot is a product launch, using reality-TV personality Andy Cohen to introduce a candy that’s twice as big as its original Nerds Gummy Clusters. In addition to the strawberry-flavored gummy, each one contains a drop of strawberry-punch-flavored juice.

Called "Taste Buds," the spot follows Gummy, who looks kind of like an extra jolly Kool-Aid Man, as he gets ready to make his red-carpet debut. Cohen helps the jumbo character anticipate his big mega-moment, showing off all his extra-crunchy, extra-gummy and extra juicy glory.

“Our Big Game presence in the last couple of years has helped us reach new consumers,” says Jenny Brownson, global marketing director for Nerds, which is owned by the Ferrara Candy Company. “Heading into year three, we're looking to build on that success and break through, launching a new innovation with Nerds Juicy Gummy Clusters. And what better way to launch an innovation than on the world's biggest advertising stage?”

The spot, created by Digitas in Chicago,  is scheduled to run in the second quarter.

During last year’s game, Gummy played a trumpet in a New Orleans parade with Shaboozey. The character made his Super Bowl debut in 2024, flash-dancing with Addison Rae.

The brand's challenge was finding a way to talk about the new product in a way that was visually compelling, had a shot at breaking through the Super Bowl clutter, and made sense with the Gen Z audience most likely to snack on the new candy, Brownson tells Marketing Daily.

Nerds chose Andy Cohen, best known for talk shows and Bravo-network excess, “because he resonates with all audiences…and he brings out the best in others, so he was the perfect fit to be Gummy’s best bud,” says Brownson.

The spot uses a combination of live action and computer-generated imagery, “and we wanted to find the right balance between having our character front and center but also getting the news out there about our product.”

Beyond sales, the company is focused on awareness, household penetration and reaching new consumers, Brownson says.

She adds that Nerds’ sales continue to grow, “and we’re looking to continue the momentum.” The brand’s popularity mirrors broader shifts in the candy aisle, as people increasingly look to satisfy their sweet tooth with sugary candies. That field includes Nerds, Jelly Belly and Trolli, also owned by Ferrara, as well as Mars’ Skittles, and multiple gummy products from Haribo, the German company best known for its Goldbears.