Musician Shaboozey is the face of new brand work in support of Nerds’ Berry Gummy Clusters Berry innovation.

The new SKU’s release in the Canadian market is being launched in tandem with Super Bowl LIX on Feb. 9. The teaser video features rapper and country artist Shaboozey enjoying a bag of candy, when a magical melody bursts from a retro jukebox, and a Nerds character appears on his acoustic guitar.

Emad Tadros, Ferrera Canada (Ferrero subsidiary) country manager, tells strategy the brand believes that the excitement and energy of the Super Bowl spot will resonate strongly in both Canada and the U.S. “Nerds has built significant momentum through innovation and cultural relevance, and we’re confident that Canadians, just like our U.S. audience, will enjoy the vibrant and multisensory experience we’ve created with the Big Game ad,” Tadros says.

Last year, Nerds Gummy Clusters were named a Kantar “Product of the Year 2024” in Canada, and the brand says it wants to continue to drive momentum in Canada.

Tadros says the Nerds Big Game commercial will air in the U.S. during the Super Bowl on Sunday and will be promoted across a variety of platforms in Canada, including YouTube, social media and additional digital and retail channels. The campaign will continue to run following the Eagles-Chiefs tilt, ensuring that it reaches Canadian audiences in the weeks after the event, “keeping the excitement alive across multiple touchpoints,” Tadros adds.

The brand is also unveiling a Toronto Eaton Centre activation from Feb. 7 to 9. Additionally, in the Canadian market, the brand has an active partnership with Bell Media’s TSN throughout the football playoffs to bring viewers on-air Nerds Football Trivia.

Digitas Chicago is the Nerds creative agency and iProspect is media agency of record for Ferrara, negotiating the spot and handling paid media strategy and amplification. Golin is responsible for PR.