Ferrero Will Air Two Super Bowl 2027 Ads

The confectioner will leverage prime ad slots during Super Bowl LXI to drive U.S. market growth.

Updated on Oct. 6, 2026 in Marketing

Isometric editorial illustration of two stacked industrial chocolate molds on a metallic surface, symbolizing strategic marketing investment. — Ferrero has secured two commercial slots for the upcoming Super Bowl LXI broadcast as part of a $50 million investment to expand its U.S. market presence. AI Illustration. Upload story photo >

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Ferrero plans to feature Nutella and Kinder Bueno advertisements during the February 14, 2027, broadcast of Super Bowl LXI. This move is part of a broader $50 million sports marketing investment for the year.

Why it matters

The investment targets accelerated U.S. brand awareness and market share following successful past campaigns. Ferrero is doubling down on high-visibility media after seeing significant performance gains from previous sports and lifestyle placements.

Ferrero will allocate $50 million to sports marketing throughout 2027, building on a 2026 Super Bowl campaign that generated a 140% year-over-year volume sales lift for Kinder Bueno. The company is also promoting Nutella, which recently saw its first flavor innovation in 60 years.

The players

Ferrero

A global confectionery company known for its large-scale consumer brands and portfolio of snack products.

Disney

A multinational mass media and entertainment conglomerate that holds the broadcast and streaming rights for Super Bowl LXI.

The details

Ferrero secured two advertising slots for Super Bowl LXI, which had its inventory sell out in early August 2026. The strategy leans on proven conversion metrics, including the 20% unit sales increase observed after a Nutella placement during the April 2026 Artemis II flight video. These high-profile media buys aim to sustain momentum for the brand's U.S. portfolio expansion throughout the coming year.

April 2026: Ferrero featured Nutella in an Artemis II flight video and launched a new flavor.
Early August 2026: Broadcaster Disney reported that Super Bowl LXI advertising slots were sold out.
February 14, 2027: Super Bowl LXI is scheduled to take place.
2027: Ferrero will execute its $50 million sports marketing investment.

Market Landscape

This strategy follows the sales pattern established by the 2026 Super Bowl advertising campaign, which serves as the primary benchmark for Ferrero's current marketing effectiveness. The move marks a continuation of the brand's shift toward event-based marketing to capture consumer attention.

Operators should track how high-cost, high-visibility media investments influence consumer demand and retail velocity for their own product categories. Monitor your competitors' media spend and corresponding sales lift to determine if such massive capital allocations remain viable for your market.

The takeaway

Ferrero's strategy demonstrates the measurable impact of aligning product exposure with major cultural events to boost short-term sales. Monitor your own sales-to-ad-spend ratios to determine if seasonal or high-visibility media buys are delivering a similar return on investment for your inventory.

What happens next

Ferrero will execute its scheduled $50 million sports marketing investment throughout 2027, with the Super Bowl LXI broadcast occurring on February 14, 2027.