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My Gummy Buddy : Ivana Wade (ST)
TL;DR
THE SPARK
Nerds Juicy Gummy Clusters needed their moment, so we made the Super Bowl juicy; utilizing Andy Cohen’s energy to stir buzz before, during, and after the ad.
I am borderline addicted to Nerds Gummy Clusters, so this project was pure joy—and a test of self-control.
RESEARCH METHODS
1
Brand Audit
Looked at past Super Bowl ads to see how Nerds has shown up before, what’s worked, and where there was room to do something different.
2
Competitive Analysis
Dug into the 2025–2026 candy landscape to understand where Nerds stands and where there’s space to stand out.
3
Social Listening
Used social listening to understand how people see Andy Cohen and how his personality shaped reactions to the ad.
Nerds' Challenge
Nerds win with their original Gummy Clusters but fails to convert that success into Juicy Gummy Clusters.
The brand is proven but the newer product isn’t resonating or competing effectively.
NERD'S ENGAGEMENT PERFORMANCE
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TOP 3 SELLING CANDIES IN 2025
Insight
"Juicy" isn't just a word. It's a feeling we chase in everything.
Whether it's a juicy fruit, a juicy burger or Juicy clothes, 'juicy' ultimately becomes something we crave.
Gossip makes up ~65% of conversations and, especially when it involves juicy celebrity drama, triggers dopamine—making it feel like addictive emotional junk food.
Juicy Inside
Tangy Outside
OPPORTUNITY
Nerds' can play on the double entendre of the meaning of juicy to create conversation during advertising's biggest moment.
STRATEGY
Keep things 'juicy.'
It only makes sense to partner with the king of juicy.
Nerds' taps into a new audience and can leverage pop culture moments by launching their Super Bowl spot with someone who knows a thing or two about juicy.
Super Bowl Rollout Goals
Pregame Build Up
Use Andy’s followers to build pregame hype for Nerds’ Super Bowl spot, turning his fanbase into the engine that teases, talks about, and tunes in for the ad.
Andy will use X to send out cryptic messages about a reunion with "best buds" to get his followers hype.
During Game
We reveal that the best bud was in fact the new Juicy Gummy Clusters
We rollout the best buds, taste buds campaign
Post Game
Use TV and social to showcase the perfect pairing—best buds with great taste.
Success = higher Nerds sales and more buzz around Bravo, with Nerds embedded in the conversation.
Andy reunites with classic Nerds characters on Watch What Happens Live, alongside iconic guest bartender DK Metcalf—whose well-known candy obsession nods to Nerds’ Super Bowl moment.
An emoji for when someone casually says the quiet part out loud.
We’ll lean into popular slang and drop in the Juicy Gummy Cluster to stay in culture and spotlight how juicy the stories are.
Nerds Juicy Gummy Cluster
Like commenting on recent scandals
What I Learned
This project pushed me to add meaning beyond the core idea. I found a way to highlight a key product benefit while still connecting back to the ad. It kept everything true to Andy so it felt natural, not forced.