Annual retail sales of Nerds went from $50 million in 2019 to $500 million in 2023|nerdscandy|Instagram
Nerds, the candy brand that skyrocketed in popularity since the pandemic, is buying a 30-second $7 million ad spot in the second quarter of the Super Bowl this coming February.
For Nerds’s parent company, Ferrara founded 40 years ago, it would be the first time the brand is showcasing an ad of this scale.
How?
The decision came after the success of its products, notably the Nerds Gummy Clusters, which experienced a 67% year-over-year sales growth. It is now the top-selling brand in the US sugar candy category, according to the market research company Circana.
Annual retail sales of Nerds went from $50 million in 2019 to a whopping $500 million in 2023.
Ferrara CMO Greg Guidotti credits the success partly to the brand’s ability to tap into popular culture on social media and convert it to sales.
Addictive much?
Guidotti says 65% of the consumers trying candies go on to buy it two to three times a year, and 22% buy it more than six times.
He also highlighted the importance of the Super Bowl platform to boost awareness and reach a wider audience, especially the 85% of households that have not yet tried the Nerds Gummy Clusters.