Social Rocket
Ferrero is turning sport in the USA into a larger portfolio channel. For the Super Bowl on 14 February 2027 the group is planning two new spots: Kinder Bueno returns after its debut, and Nutella features at the Big Game for the first time. At the same time, Ferrero announces more than 50 million US dollars in marketing investment around sport for 2027.
The figure is less interesting for the two TV spots than for the development behind them. Ferrero increasingly uses major sporting moments as a starting point for social, influencers, streaming, retail and e-commerce, and in this way tries to build individual brand activations into a longer-running growth system.
2027 two Ferrero brands take part in the Big Game
Ferrero confirms new campaigns for Kinder Bueno and Nutella for Super Bowl LXI. For Nutella it is the first appearance around the Big Game. Kinder Bueno was already there 2026 with the spot Yes Bueno.
According to the company, sales volume of Kinder Bueno rose 140 percent year on year around the 2026 campaign. Ferrero also reports, for a Nutella activation around a space moment, an increase in search volume of 60,7 percent and 20,2 percent higher Amazon unit sales compared with a prior period.
These figures come from Ferrero and should not be read as an independently audited campaign measurement. They do, however, explain why the group again invests heavily in attention-intensive sporting moments 2027.
The 2026 test was already more than a TV spot
For the Kinder Bueno debut 2026 the activation did not consist only of 30 seconds of television advertising. According to its own information, Ferrero supported Yes Bueno with social media, influencers, paid media, e-commerce and retail measures.
That is where the more important trend lies. A Super Bowl spot remains an extremely expensive reach moment, but for major brands it is increasingly becoming the centre of a system made up of short videos, creator content, retail, search demand and follow-up communication.
Disney is pursuing a comparable logic at the next Big Game and is building an entire social and game week out of the Super Bowl 2027 with 58 brands. The real competition is therefore not only about the most attention-grabbing spot, but about the best extension before and after the game.
Sport becomes portfolio infrastructure
Ferrero's course did not begin only with the 50 million dollar announcement for 2027. Already 2025 the company had announced more than 100 million US dollars for major sports marketing initiatives in North America. These included the Big Game and the global football tournament 2026.
In the football year 2026 Ferrero relied, among other things, on Tom Brady and rolled out a portfolio campaign across streaming services and platforms such as YouTube, Meta and TikTok. Rather than placing just one brand in a sporting moment, the group was able to bundle several products under a shared cultural occasion.
That sets the strategy apart from classic sponsorship logic. The sports moment serves as a reach anchor, while the actual activation is spread across media, creators, retail and digital touchpoints.
That attention alone does not automatically generate media budget is shown by our look at the Premier League advertising after the World Cup boom. Sports buzz is not a given. Brands have to turn the additional attention into concrete demand and measurable business.
What marketers can take from this
For brands with significantly smaller budgets, the Super Bowl is not a directly transferable playbook. What is transferable, however, is the structure behind Ferrero's approach:
- A big cultural moment delivers the attention peak.
- Social and creators extend it into formats that work on individual platforms.
- Retail and e-commerce capture the demand directly.
- Search and sales data help assess whether reach actually turns into behavior.
The same principle is visible outside of sports too. Fanta now builds Halloween as recurring brand IP rather than an isolated seasonal campaign. The common denominator is a longer-lasting system instead of a single campaign hit.
For Ferrero, 2027 will therefore matter less how many people see the two spots. What is more interesting is whether Kinder Bueno and Nutella can translate the Big Game moment into search interest, retail and reusable social content.