Shaboozey Reimagines a Louis Armstrong Classic In NERDS' Super Bowl 2025 Spot

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-favourite 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 centre 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 colours, 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 colourful “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.