Photo source: Ferrero
Kinder Bueno has dropped a teaser ahead of the Super Bowl, marking the brand’s first-ever appearance in the event’s advertising lineup. The spot introduces the “Yes Bueno” platform, a playful reframing of the familiar phrase “No Bueno,” positioning Kinder Bueno as a small indulgence that flips moments of disappointment into something better.
Created by Anomaly and directed by Björn Rühmann, the spot sits within a wider campaign rollout that extends well beyond the Super Bowl. The platform will be supported by nationwide retail and in-store activations, special packaging, limited-edition white and dark chocolate variants, retailer-led promotions, and a strong social presence across TikTok, Instagram, Facebook and X.
The 30-second in-game commercial, set to air during the Super Bowl on February 8, features Giggly Squad co-host Paige DeSorbo, marking her first appearance in a Big Game ad, alongside a yet-to-be-revealed celebrity the brand plans to announce closer to kickoff. Kinder Bueno has teased the spot as “going out of this world,” offering little detail while building anticipation ahead of the game.
According to Chad Stubbs, CMO of Ferrero North America, the brand’s Super Bowl debut marks a significant milestone in Kinder Bueno’s U.S. expansion strategy. He explained that by reclaiming and reframing a familiar phrase, the campaign aims to establish a distinct brand language and position Kinder Bueno as an everyday indulgence that feels both playful and irresistible.
