Taylor Swift, Travis Kelce and Usher might have stolen the show at last year’s Super Bowl—but inside the ad breaks, it was the candy category that dominated with a blitz of ads for sugary treats. When it comes to sales, however, one brand posted the highest score—Nerds, which used its Big Game debut to fuel the momentum of its Gummy Clusters.
The Ferrara-owned brand is back in the game this year, aiming to extend its winning marketing streak that propelled it to the top of a new list of fastest-growing established brands published by Numerator.
Gummy Clusters—which debuted in 2020 and consists of bite-sized gummy balls covered with mini Nerds—is benefitting from numerous trends, including a shift to non-chocolate candy, especially by Gen Z consumers obsessed with gummies. The brand has fed that love with smart marketing, including a heavy emphasis on digital and social platforms.