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NERDS® Returns to the Big Game with an Exciting New Ad to 'Unleash the Senses' Featuring Singer-Songwriter Shaboozey
Wednesday, February 12, 2025
The spot pairs the "NERDS Gummy" character with Shaboozey, taking fans on a multisensorial experience, showcasing NERDS® Gummy Clusters(TM) candy in a New Orleans-inspired campaign, "Wonderful World of NERDS"
CHICAGO, Feb. 4, 2025 /PRNewswire/ -- NERDS(® )candy is back at the Big Game in 2025, and ready to take viewers on another multisensorial experience to 'unleash their senses', highlighting the fan-favorite NERDS(® )Gummy Clusters(TM) candy. The 30-second spot titled "Wonderful World of NERDS" is the brand's second Big Game ad and follows last year's incredible fan response and continued fandom for the brand. The ad is expected to air in the third quarter and brings to life the unexpected union of when crunchy NERDS meet a gummy center to deliver an epic experience full of something wonderful.
The campaign starts with a teaser video featuring chart-topping singer-songwriter Shaboozey enjoying a bag of NERDS Gummy Clusters product while strumming his guitar. As he takes a bite into the crunchy, gummy goodness of NERDS Gummy Clusters candy, a magical melody bursts from a retro jukebox, and a NERDS character appears on his guitar, dancing to the beat. A full sensorial experience begins with a mix of colors, sounds, and next-level transformation.
The teaser brings viewers to the brand's 30-second spot, featuring Shaboozey's reimagination of Louis Armstrong's timeless hit, "What a Wonderful World". The song blends his multi-dimensional musical style with the sounds of a traditional second-line band. Shaboozey's ordinary day goes to the next level after his first bite of NERDS Gummy Clusters candy -as music plays, the NERDS Gummy character leads a second-line band down the street. NERDS characters rush towards Gummy, and the union transforms the whole cityscape into a colorful "Wonderful World of NERDS" full of visuals, sounds, and effects.
"NERDS Gummy Clusters candy are just like my music - a chart-topping and truly different, exciting experience that brings people together in the best way," said Shaboozey. "I couldn't pass up the chance to star in the Big Game spot alongside an iconic brand and NERDS Gummy. I can't wait for everyone to see the ad and hear my take on an iconic song on the world's biggest advertising stage."
NERDS Gummy Clusters Candy Propel Brand to New Heights
The NERDS Gummy Clusters product continues to dominate the sugar confections category as the #1 selling product in retail dollar sales. Since last year's Big Game, the NERDS household penetration has grown by 4.3 points, reinforcing the brand's skyrocketing growth. Over the past year, NERDS Gummy Clusters candy has seen 50.2 percent year-over-year growth in retail dollar sales, with six SKUs in the top 20, occupying the top three spots for most sales in the last 52 weeks*. In just five years, the brand has reached +$869MM in retail dollar sales.
"The growth of the NERDS brand through the NERDS Gummy Clusters product has been a once-in-a-career experience. NERDS continues to see exponential growth and we continue to fuel that, like with our return to the Big Game. We're unleashing the senses of our consumers and customers and connecting NERDS to culture in everything we do," said Greg Guidotti, Chief Marketing Officer at Ferrara. "When it comes to capturing the spirit of the NERDS Big Game campaign, we are proud to partner with Shaboozey - he's more than just one of the hottest artists in music -- he's the embodiment of the campaign's core idea: a multidimensional and exceptional talent that unleashes all the senses to deliver an epic experience."
NERDS Big Game marketing plans are supported by an expansive 360-marketing campaign extending beyond television to include paid media, retail display and media, public relations, partnerships, gifting, digital, and social media, and more.
About NERDS Gummy Clusters Candy and Make the Rivalry Sweeter Sweepstakes
Building on last year's success, NERDS extended further into football with the Make the Rivalry Sweeter campaign, debuting two new NERDS Gummy Clusters limited-time flavors this past fall - NERDS Gummy Clusters in Berry Punch Rush and NERDS Gummy Clusters in Grape Strawberry Blitz.
With this campaign, NERDS Gummy Clusters candy playfully enters the football world with "rival" flavors. Grape Strawberry Blitz honors the original NERDS flavor combination, now available in Gummy Clusters candy. Its "rival" rookie flavor - Berry Punch Rush - features a new raspberry, cherry, and punch flavor combination.
Are you team Grape Strawberry Blitz or team Berry Punch Rush? Now through March 1, 2025, NERDS is giving football fans the chance to level up their game day experience with the Make the Rivalry Sweeter sweepstakes**. Fans can visit nerdsgameday.com for a chance to win an epic tailgate party - including a cash prize, premium tailgating essentials, a flat-screen TV, speakers, up to a one-year supply of NERDS Gummy Clusters candy, and more!
Visit NerdsCandy.com to locate product retailers and to learn more about the NERDS product portfolio. Follow the brand on social to keep up with the latest - @NerdsCandy on Facebook, TikTok, and Instagram.
Agency Credits
-- Digitas Chicago is the NERDS creative agency who created the campaign
-- iProspect is the media agency of record for Ferrara and negotiated the
Big Game spot, and is handling paid media strategy and amplification
-- Golin is responsible for PR
-- Advantage Unified Commerce and Digitas Chicago oversee retail
-- Command Entertainment Group led celebrity talent negotiations
*Source: Circana POS Retail Total US - Multi Outlet + Conv and Panel Total US - All Outlets Data Ending 12/29/24
**NO PURCHASE NECESSARY. Open to legal residents of 50 US/DC who are 18+. Begins 9/1/24 at 12:00 AM EST and ends 3/1/25 at 11:59 PM EST. Void where prohibited. ARV: $25,000. Text NERDS to 811811, or visit https://www.NerdsGameDay.com for free entry & prize details and Official Rules. Odds depend on # of eligible entries. Limit: one (1) entry per person per day & ten (10) entries for the entire promotion period. By texting NERDS to 811811 you consent to receive text messages pertaining to this promotion only, via automated telephone dialing system to the number you provided from Snipp Interactive. Text HELP for help or STOP to stop. *Message and data rates may apply. Sponsor: Ferrara Candy Co., 404 W Harrison St., #650, Chicago, IL 60607. Carriers are not liable for delayed or undelivered messages.
About NERDS(®):
NERDS(® )is the playful and fun-to-eat candy with a variety of delicious, crunchy, chewy, and gummy options: Original NERDS including the iconic dual-flavored box, NERDS Ropes, Big Chewy NERDS, and NERDS Gummy Clusters(TM) candy. The original iconic box couples two complementary flavors with dual chambers, allowing candy lovers to pour out perfectly imperfect pieces of pure delight. NERDS Ropes give fans a chewy, fruity string packed with crunchy, sweet NERDS, and Big Chewy NERDS and Sour Big Chewy NERDS have a crunch that surrounds a chewy center. NERDS Gummy Clusters have tangy, crunchy, NERDS candy around a sweet gummy center.
About Ferrara(®):
For more than 115 years, Ferrara has created sugar confections that?enable moments of sweetness, celebration, and connection?for candy lovers of all generations. Today, the company is a leading sugar confectioner in the United States and Brazil, with global sales in more than 40 countries.?Ferrara boasts a?passionate team of more than 8,400 employees?creating and delivering hundreds of products sold under 30+ popular brands like?Brach's(®), Jelly Belly(®), NERDS(®), SweeTARTS(®), Laffy Taffy(®), and Trolli(® )to?more than 67 million U.S. households annually and popular Dori snacking products under brands such as Dori, Gomets, Pettiz, and Yogurte 100 in Brazil.?Ferrara's success in industry-leading innovation has been driven by deep consumer insights, strong retailer partnerships, and a dedication to diversity of thought, experience, and people. The company has its global headquarters in Chicago and an operational network of more than 27 locations in North America, Brazil, China, and Thailand that includes manufacturing, distribution, sales, and R&D facilities. Ferrara is a privately held Ferrero-related company.?Learn more at?www.ferrara.com?or?www.linkedin.com/company/ferrara.?
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SOURCE Ferrara
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