Shaboozey Leads Nerds Back to Super Bowl Snack Battle

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For Shaboozey, the Super Bowl brings with it the opportunity to satisfy a sweet tooth.

The artist responsible for popular tunes like “A Bar Song (Tipsy)” and “Good News” previously couldn’t wait Halloween to eagerly dig into his bag and count the number of boxes of Nerds candy. Now, he’s participating in a commercial for the second Big Game, promoting Nerds Gummy Clusters – a unique treat that has recently seen an increase in sales.

In a recent conversation, he shared, “When we were children, it’s understandable that we couldn’t resist the allure of sweets. We were constantly found in the candy section, regardless if our parents approved or not.

Shaboozey might have experienced a sense of nostalgia as he was given an opportunity to be part of Gummy Clusters’ second appearance in the lineup for Super Bowl commercials. According to Greg Guidotti, the company’s marketing chief, the Ferrara candy is scheduled to air during the third quarter. Shaboozey will make his debut in a promotional preview set to premiere on Tuesday.

According to Guidotti, Gummy Clusters are “an item that truly stimulates your senses in various ways, offering a unique blend of sensations, textures, and flavors.” Shaboozey complements this by encompassing multiple music genres.

In the preview, Shaboozey munches on a packet of Nerds Gummy Clusters as he strums his guitar. However, when he takes a bite of the sweet treat, a character from Nerds appears to join him on stage. Shaboozy also provided some music for the collaboration.

This time around, The Nerd’s corner will go head-to-head against other Nerds, boasting an entire supermarket shelf full of snacks. Brands like PepsiCo’s Doritos and Kellogg’s Pringles are among the contenders in this year’s event, which is scheduled to air on Fox on February 9. Fox has set a price tag of over $7 million for a 30-second advertisement slot.

Although the popularity of Gummy Clusters skyrocketed with their Super Bowl advertisement and teaser starring influencer Addison Rae, reminiscent of the 1983 hit “Flashdance…What A Feeling,” Ferrara is optimistic that they can attract even more supporters. With a household penetration of 25.1% for the Nerds brand, as reported by Guidotti, there’s still ample room for growth in terms of conversions. Ferrara notes that last year’s Super Bowl exposure contributed to an increase of 4.3 percentage points in market share for Nerds.

Speaking about the 2024 Super Bowl commercial, he mentioned that it significantly resonated within the cultural zeitgeist. Younger audiences found it particularly distinctive and enjoyable. Just a month following the previous year’s Big Game finale, Ferrara chose to reappear.

1983 saw the introduction of the quirky candy known as Nerds, which were initially part of a collection sold under the Wonka brand, a tribute to the fictional candymaker character dreamt up by author Roald Dahl. Later on, Ferrara took over the production and distribution of Nerds, alongside other popular sweets such as Laffy Taffy, SweeTarts, and Bottle Caps. Fast forward to 2023, and the company added Jelly Belly to its roster.

As a film enthusiast, I’d put it this way: “Previously, these brand names held tremendous value, yet they eclipsed their respective businesses. Now, we’re strategically working to ensure that people get a clearer understanding of our delightful confections.

As a dedicated fan, I must confess that Shaboozey might not be your average focal point. However, during the filming of the teaser, he jokingly admitted to having an abundance of Gummy Clusters nearby. In his own words, “Just remember to avoid giving away your excitement with a sneak peek at the Nerds.

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2025-01-28 17:47