Ferrara’s confectionery line, Nerds, has announced a marketing campaign that brings together one of America’s iconic candy brands and Capital, the UK’s top hit music station, to promote the new Gummy Clusters.
The fun kicked-off last weekend at Capital’s Summertime Ball with Barclaycard, where some of the world’s biggest artists performed to 80,000 people at London’s iconic Wembley Stadium.
Before the event, Nerds created a multi-sensory candy-coated experience for fans on Olympic Way (below). From vibrant branding, to a pick‘n’mix candy wall, a giant ball pit inspired by Gummy Clusters, and a photo opportunity with a giant Gummy Monster, Nerds greeted thousands of fans as they made their way to the stadium.
Once inside, even more surprises and VIP experiences were unveiled. The brand created a Nerds Glam Station offering pink and blue hair braiding and glitter and a Nitrogen Ice Cream station with a selection of Gummy Cluster toppings. The Gummy Monster entertained the crowd throughout the venue over the course of the day, and Nerds hosted a sing-along and dance during the show.
In-store competitions are also planned offering shoppers chances to win tickets to Capital Dance Live in Ibiza, a European city break and a trip to New York.
“This is an iconic partnership celebrating the evolution of the Nerds brand as we bring it to the UK,” says Alicia Afza, marketing manager at Nerds. “Capital’s Summertime Ball with Barclaycard is a staple for music fans of all ages from across the UK and we’re so excited that Nerds will continue to be a part of their summer experience.”
British fans of Nerds should stay tuned for further announcements, as the Nerds Gummy Monster is set to make appearances at a number of UK festivals this summer, it says. Nerds Gummy Clusters combine crunchy tangy Nerds with a soft gummy centre and are available in Fruits and Berries flavours. They are priced at an RRP of £2 per pack.
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