NERDS Super Bowl Commercial 2025: “Wonderful World of NERDS” Returns with Shaboozey’s Soulful Twist
NERDS is back in the Big Game spotlight, following its highly successful debut in 2024. For this year’s Super Bowl LIX, the beloved candy brand is unveiling a 30-second spot titled “Wonderful World of NERDS.” Airing in the third quarter, the ad stars singer-songwriter Shaboozey performing a reimagined version of Louis Armstrong’s classic, What a Wonderful World. In a New Orleans-inspired setting, Shaboozey transforms an ordinary day into a vibrant, multi-sensorial experience that showcases the joyful union of crunchy NERDS and gummy centers.
Shaboozey & NERDS Gummy Character Unite the City
The commercial centers on NERDS Gummy Clusters, Ferrara’s top-selling product in the sugar confections category. Shaboozey’s first bite of these colorful candies triggers a magical second-line parade, led by a dancing NERDS Gummy character. As the pair strolls through the streets of New Orleans, an explosion of sound, color, and energy brings the entire city to life—a fitting reflection of the candy’s playful, multi-textured taste. Shaboozey says, “NERDS Gummy Clusters candy are just like my music—truly different, exciting, and bringing people together in the best way.”
“Wonderful World of NERDS”: Behind the Scenes
Multisensorial Campaign
Drawing inspiration from New Orleans and classic jazz, the commercial marries color, music, and sweet treats for a surreal, uplifting vibe. Viewers see anthropomorphic NERDS hurrying into the arms of Gummy, underscoring the notion that these crunchy bits and chewy cores are the perfect union. The piece was developed by NERDS’ creative teams to highlight the brand’s “unleash your senses” motto, making each bite a celebration for taste buds.
360-Marketing Effort
Beyond the Super Bowl spot, NERDS has launched a 360-marketing campaign, which includes:
- Paid Media: Teaser ads, TV placements, and partnerships
- Retail Activation: In-store displays, giveaways, and exclusive product bundles
- Digital & Social: Engaging social content featuring Shaboozey and the NERDS Gummy character, plus interactive hashtags on TikTok and Instagram
- Public Relations: Local market activations, influencer collaborations, and behind-the-scenes footage
This fully integrated approach amplifies the campaign’s momentum long after the commercial airs, ensuring that fans can keep celebrating the Wonderful World of NERDS.
Looking Ahead
With eye-catching visuals, Shaboozey’s modern jazz stylings, and a dash of NOLA spirit, the NERDS Super Bowl Commercial 2025 is poised to delight viewers seeking a memorable candy-inspired moment amid the Big Game’s star-studded ad lineup. As Ferrara’s flagship confection continues to dominate retail shelves, the brand’s second Super Bowl appearance cements NERDS as a playful disruptor in the candy aisle—reminding fans everywhere that “wonderful” things happen when crunchy, tangy NERDS meet a chewy gummy center.
Rising Sales & Lasting Fan Fervor
It’s no surprise that NERDS Gummy Clusters has skyrocketed in popularity since its Super Bowl debut last year. According to Ferrara:
- #1 in Retail Dollar Sales for Sugar Confections
- Household Penetration Up by 4.3 Points
- 50.2% Year-Over-Year Growth in Retail Dollar Sales
- Occupies Top Three Spots Among New Candy Launches
This sustained momentum underscores Ferrara’s bold decision to return to the Big Game, reaffirming the brand’s commitment to engaging fans with immersive storytelling and dynamic product innovation.
Make the Rivalry Sweeter: Two New Football-Inspired Flavors
Alongside the Super Bowl excitement, NERDS has been teasing fans with two limited-time NERDS Gummy Clusters flavors:
- Berry Punch Rush – A blend of raspberry, cherry, and punch flavors
- Grape Strawberry Blitz – A nostalgic combo from the classic NERDS flavor line
Billed as rival flavors in the “Make the Rivalry Sweeter” campaign, each variety puts a playful spin on football allegiances. Whether you’re cheering for Berry Punch or Grape Strawberry, there’s a NERDS Gummy Cluster flavor for every game day mood.
NERDS Super Bowl Commercial Official Press Release
NERDS Returns to the Big Game with an Exciting New Ad to ‘Unleash the Senses’ Featuring Singer-Songwriter Shaboozey
The spot pairs the “NERDS Gummy” character with Shaboozey, taking fans on a multisensorial experience, showcasing NERDS® Gummy Clusters™ candy in a New Orleans-inspired campaign, “Wonderful World of NERDS”
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™ 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 a 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.
Los Angeles, California.
The ad was overly flashy and lacked substance, failing to effectively promote the product.