- Nerds is returning to the Super Bowl for the third year in a row with a new spot starring Andy Cohen.
- The :30 “Taste Buds” ad, which will air during the 2nd quarter, follows Gummy’s red carpet debut with Andy Cohen as its “Taste Bud.”
- The ad is aimed at promoting the new NERDS product – which is double the size of other Nerds Gummy Clusters.
Nerds has been at the Super Bowl for the last two years. In 2024, the candy brand did a Flashdance inspired ad featuring its Gummy character and singer Addison Rae. In 2025, Gummy returned this time with Shaboozey in New Orleans – where the game was played. This year, Gummy returns bigger than ever and hits the red carpet in California with Andy Cohen.
“In the past two years with our Super Bowl presence, we’ve seen really strong consumer reach –bringing in new consumers, as well as just maintaining brand relevance and momentum year round,” said Jenny Brownson, global marketing director at Nerds. “With year three, we’re really excited to continue that success and break through by announcing our new innovation, Juicy Gummy Clusters, and what better way to do that on the world’s biggest advertising stage?”
In September, the brand began pushing Berry Punch Rush, a Nerds Gummy Cluster flavor that performed really well the year before and introduced a new flavor, Cherry Lemonade. Then in October, they launched Nerds Juicy Clusters with a strong push at retail and in digital media. Now the brand is taking that push to the Super Bowl to drive home the new flavors.
Over the past couple of years, the company has seen the importance of surround marketing to support the big game buy. This includes retail, experiential and social partnerships with influencers. “That’s why you will see such a strong 360 surrounding the spot because it helps really drive the momentum of the overall spot,” said Brownson.
The company hopes the Super Bowl ad will continue the momentum driving sales growth for the brand and will help the company reach new consumers. While a Super Bowl ad is certainly aimed at “everyone” and is aimed at driving “household penetration,” the company’s target is Gen Z.
“This is the first time we’re really unveiling a new innovation and we’ve really brought to life this multiscensorial experience of the product, mega crunchy, gummy, juicy and so we can’t wait for consumers to see this and try it,” Brownson added.
