Ferrero’s Bold Super Bowl and World Cup Marketing Push

Picture this: you’re sprawled on the couch, chips in one hand, remote in the other, ready for the biggest game of the year. The Super Bowl kicks off, and amidst the touchdowns and halftime hype, a sleek ad for a chocolate bar grabs your attention. That’s no ordinary candy—it’s Kinder Bueno, and it’s part of a massive marketing push by Ferrero North America. I’ve always thought there’s something magical about how brands use sports to connect with us, and Ferrero’s betting big—over $100 million big—on the Super Bowl and World Cup to make waves in the U.S. market. Let’s dive into why this move is a game-changer and what it means for the candy giant’s future.

Ferrero’s Ambitious Play for the U.S. Market

Ferrero, the folks behind Nutella and those golden-wrapped Ferrero Rocher pralines, aren’t new to the U.S., but they’re definitely turning up the heat. With a history stretching back nearly half a century in North America, the company’s been quietly building its presence. Over the last decade, though, they’ve gone all-in, snapping up big names like Nestle’s U.S. candy business and Halo Top’s parent company. Their latest move? A $3.1 billion acquisition of cereal giant WK Kellogg. It’s clear they’re not just dipping their toes—they’re diving headfirst into the American market.

Why the sudden push? The U.S. is a goldmine for confectionery, but it’s a tough nut to crack. Ferrero’s already the third-largest candy company here, trailing only heavyweights like Hershey and Mars. According to recent financials, their revenue grew by nearly 9% in the fiscal year ending August 2024, with U.S. sales climbing 4.5% faster than the broader candy and cookie categories. That’s impressive, but Ferrero’s not content to sit on the sidelines. They’re ready to make some noise.

We’re not just here to play—we want to redefine how Americans see our brands.

– Ferrero North America executive

Why Sports? The Power of Live Audiences

Sports have a unique ability to bring people together. Whether it’s the Super Bowl’s electric energy or the global frenzy of the World Cup, these events are cultural juggernauts. Ferrero’s banking on that shared excitement to introduce—or reintroduce—their brands to millions. As one executive put it, live sports are one of the last bastions where brands can capture a massive, engaged audience all at once. In an era where we skip ads or zone out on our phones, that’s gold.

Take the Super Bowl: last year, over 127 million viewers tuned in, setting a record. That’s a lot of eyeballs, and companies are willing to pay a premium—up to $8 million for a 30-second spot—to get in front of them. Ferrero’s not new to the game; their sister company aired a Nerds Gummy Clusters ad last year. But this time, they’re going bigger, with their first-ever Super Bowl ad for Kinder Bueno. It’s a bold move, especially since people watch the Super Bowl as much for the commercials as for the game itself.

Then there’s the World Cup, which kicks off in June 2026. Soccer’s been gaining traction in the U.S., with 26 million viewers catching the 2022 final. Ferrero’s planning a full-court press—ads before and after games, plus promotions across two dozen of their brands. It’s not just about selling candy; it’s about making Ferrero a household name.

Kinder Bueno Takes Center Stage

At the heart of Ferrero’s Super Bowl strategy is Kinder Bueno, a chocolate bar that’s been quietly winning over U.S. consumers since 2019. Globally, Kinder is a juggernaut—the world’s best-selling chocolate brand, believe it or not. Yet in the U.S., it’s still flying under the radar. Ferrero sees it as their most under-leveraged brand, and they’re ready to change that. With over $500 million in U.S. sales already, Kinder Bueno’s poised for a breakout moment.

The Super Bowl ad will spotlight two new flavors: dark chocolate and white chocolate Kinder Bueno bars. While the ad’s still in production, it’s set to be Ferrero’s biggest marketing push ever, in any market. I can’t help but think this is the perfect stage for Kinder Bueno. The Super Bowl’s high-energy vibe matches the brand’s creamy, crunchy appeal—don’t you just want to grab one during the game?

• Massive reach: The Super Bowl’s 127 million viewers offer unmatched exposure.
• Engaged audience: Fans watch ads with intent, a rare opportunity in today’s distracted world.
• Brand trial: A single ad can spark curiosity and drive new customers to try Kinder Bueno.

World Cup: A Global Stage for Ferrero’s Portfolio

While the Super Bowl is a one-night spectacle, Ferrero’s World Cup campaign is a months-long marathon. Starting in April 2026, they’re rolling out promotions tied to nearly every product in their portfolio, from Nutella to Blue Bunny ice cream. The strategy is clever: they’re unifying their brands under one promotional umbrella, with special packaging designed to tie everything together.

Here’s the kicker—customers will need to buy multiple Ferrero products to unlock the full promotion. It’s a brilliant way to cross-pollinate their brands. Love Nutella? Maybe you’ll try Ferrero Rocher. Obsessed with Kinder? Give Blue Bunny a shot. The goal is to turn single-brand fans into portfolio loyalists. In my opinion, this kind of strategy shows Ferrero’s not just playing the short game—they’re building a lasting connection with consumers.

Why This Matters: Building Brand Loyalty

In a crowded market, standing out is tough. Ferrero’s sports marketing blitz isn’t just about selling more candy—it’s about creating an emotional connection. Sports bring people together, and Ferrero’s tapping into that shared joy to make their brands feel like part of the moment. Whether it’s cheering for a touchdown or celebrating a World Cup goal, they want you to reach for a Kinder Bueno or slather some Nutella on your toast.

Perhaps the most interesting aspect is how Ferrero’s leveraging their portfolio diversity. By tying their promotions together, they’re encouraging consumers to explore beyond their go-to products. It’s a risky move—will people really buy multiple brands just for a promotion?—but if it pays off, Ferrero could see a surge in brand loyalty that competitors can’t match.

It’s about turning casual buyers into lifelong fans of our entire range.

– Marketing strategist

The Bigger Picture: Ferrero’s U.S. Expansion

Ferrero’s sports marketing push is just one piece of a larger puzzle. Their recent investments, like the new chocolate factory in Illinois, show they’re committed to growing their U.S. footprint. Producing Kinder products locally isn’t just about cutting costs—it’s about signaling to consumers that Ferrero’s here to stay. I’ve always believed that brands that invest in local production build stronger trust with customers, and Ferrero’s clearly banking on that.

The company’s growth isn’t just about acquisitions, though. They’re outpacing the market organically, too, with a 4.5% sales increase last year. That’s no small feat in a category as competitive as confectionery. By combining smart acquisitions with bold marketing, Ferrero’s positioning itself as a serious contender in the U.S.

What’s Next for Ferrero?

As Ferrero gears up for 2026, all eyes are on their sports marketing gamble. Will the Super Bowl ad make Kinder Bueno a household name? Can their World Cup promotions turn casual buyers into die-hard fans? Only time will tell, but one thing’s clear: Ferrero’s not afraid to dream big. In my experience, brands that take risks like this often set the pace for the industry.

From the Super Bowl’s bright lights to the World Cup’s global stage, Ferrero’s ready to make a splash. They’re not just selling candy—they’re selling moments of joy, connection, and indulgence. So, next time you’re watching the big game, keep an eye out for that Kinder Bueno ad. It might just be the start of something sweet.

So, what do you think—will Ferrero’s sports marketing blitz pay off? Have you tried Kinder Bueno yet, or are you more of a Nutella fan? I’m curious to hear your take on this bold move!