Advertising space during the Super Bowl does not come cheap, but for brands looking to reach American consumers, it offers an opportunity few other events can match. Last year’s game attracted 125.6 million viewers, and Ferrero already has its own reason to invest in this advertising space again. Following Kinder Bueno’s Super Bowl debut in 2026, the company recorded a 140% year-over-year increase in the brand’s sales volume.
Now, it is taking things a step further. The Italian confectionery group has announced an investment of more than $50 million in marketing across its portfolio ahead of Super Bowl LXI in 2027, marking its largest single marketing investment to date. Alongside a new commercial for Kinder Bueno, Nutella will make its first appearance during the game.
Nutella Has a New Product and an Unexpected Promotional Moment in Space
The decision comes as Nutella continues to grow in the U.S. market and expand its product range. A few months ago, the brand introduced Nutella Peanut, its first new flavor in 62 years and the first Nutella product to be manufactured in the United States.
The brand also attracted attention this year through an event that was not part of a planned marketing campaign. During the Artemis II mission in April, a jar of Nutella appeared in a livestream, floating through the spacecraft. The footage quickly went viral, and according to data shared in press materials, Nutella sales on Amazon increased by 20.2% compared to the period before the event, while search volume for the brand rose by 60.7% year over year.
This attention created further opportunities to strengthen the brand’s presence in a market where Ferrero has been investing in business expansion for years. Headquartered in Alba, Italy, Ferrero generated revenue of €19.3 billion, approximately $21.73 billion, in fiscal 2025, representing a 4.6% increase compared to the previous year. Alongside Nutella and Kinder Bueno, its portfolio includes brands such as Tic Tac, Baby Ruth and Halo Top.
