For most of its existence, Ferrero has operated in the United States with the quiet confidence of a European houseguest who knows the pantry is well-stocked but sees no reason to make a fuss about it. That era, it seems, is ending.
The Italian confectionery company said Tuesday that it would advertise two of its products — Nutella and Kinder Bueno — during the Super Bowl in 2027, doubling its presence in the broadcast from last year. The expanded commitment is part of what the company described as a $50 million investment in sports marketing next year, a figure that suggests Ferrero has decided the American market requires a rather less understated approach.
"Ferrero is continuing to bet big on sports and doubling its Super Bowl investments in a shift that signals a fundamental change in how the Italian conglomerate is positioning itself in the U.S. market," the company said in a statement provided to Adweek.
The timing is not incidental. Earlier this month, Ferrero introduced Nutella Peanut, a spread made with roasted peanuts and cocoa that represents the brand's first new flavor in six decades. (Sixty years is a long time to wait for a second act, though one imagines the original recipe was not exactly underperforming.)
Michael Lindsey, the president and chief business officer of Ferrero North America, said in a statement that the company had "invested billions of dollars" in its growth plans for the continent. "Last year's ad debut proved it's working," Mr. Lindsey said, adding that the company was now prepared to "double down" to accelerate awareness and market share.
Whether American viewers will welcome a second helping remains to be seen. But Ferrero, after decades of polite restraint, appears to have concluded that the Super Bowl is no place for modesty.
Original story published in adweek.com: "Ferrero Will Have Two Ads in Super Bowl 2027, Part of a $50 Million Bet on Sports"