Nerds candy is set to make its first-ever appearance at the Super Bowl. The candy’s debut also marks the first time that its parent company, Ferrara, will showcase a product during the game.

The 30-second commercial, made in partnership with Digitas Chicago, is slated to air during the second quarter of the game. According to the company, the advertisement will feature “Nerds and its characters like you’ve never seen them before” while showcasing the brand’s Nerds Gummy Clusters candy.

In addition to the commercial during the big game, the brand is also engaging in a marketing campaign that began in November with unique in-store displays featuring the company’s Nerds, SweetTarts and Trolli brands at retailers nationwide. Additionally, fans who purchase packs of Nerds Gummy Clusters will have the opportunity to enter a sweepstakes for a chance to win a trip to the Super Bowl.

According to a statement from the company, the decision to send Nerds to the Super Bowl comes from the brand’s recent growth. Retail sales for Nerds as a whole grew from $50 million to $500 million in just five years, and the launch of Nerds Gummy Clusters helped to propel the brand’s sales with 67% year-over-year sales growth.

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