Kinder Bueno Takes Flight: Ferrero's First Super Bowl Ad Ventures into Space

Ferrero is making its grand debut on the Super Bowl stage with its first-ever commercial for Kinder Bueno. The ad, set to air during Super Bowl 60, features a thrilling space adventure where the popular chocolate bar plays a central role in navigating both peril and pleasure.

Key Takeaways

• Kinder Bueno's inaugural Super Bowl ad will air during Super Bowl 60 on February 8th.
• The 30-second spot, titled "Kinder Bueno," uses a space theme to play on the colloquialism "no bueno."
• Ferrero aims to increase brand visibility for Kinder Bueno in North America, a market where it is considered under-developed.
• The campaign leverages a popular Super Bowl advertising trope of using space and adventure.

A Cosmic Debut

The commercial showcases a spacecraft named the KNDR navigating a treacherous asteroid field. When the copilot exclaims "No bueno!" in a moment of crisis, the pilot, holding a Kinder Bueno bar, counters with "Kinder Bueno!" This clever wordplay is designed to embed the brand name in viewers' minds, associating it with overcoming challenges and finding something good.

Strategic Brand Play

Chad Stubbs, CMO of Ferrero North America, explained the strategic thinking behind the ad. "People are already using the playful, informal expression ‘no bueno’—a mix of English and Spanish literally meaning ‘no good,’" Stubbs stated. "Kinder Bueno appeals to multiple demographics and we’re confident that playing off this ‘no bueno’ insight will be a crowd pleaser."

The company sees this Super Bowl appearance as a pivotal moment for Kinder Bueno in North America. Despite Kinder being a globally recognized brand with sales in 170 countries, Kinder Bueno, launched in 1990, has not achieved the same level of recognition in the U.S. compared to established competitors.

Investing in Growth

Ferrero has made significant investments, "billions," in product innovation and manufacturing facilities in North America. Stubbs highlighted that Kinder Bueno was specifically chosen for this major push because it is one of the "most under-developed brands in the U.S. in our portfolio."

The ad also features humorous cameos, including actor William Fichtner and reality TV star Paige DeSorbo enjoying Kinder Bueno bars at a command center. Even extraterrestrials pause their plans to destroy Earth, captivated by the chocolatey treat.

A Familiar Super Bowl Trope

Kinder Bueno is tapping into a long-standing tradition of Super Bowl advertisers using space and adventure themes to capture audience attention. Past examples include FedEx's moon office ad, a Volkswagen ad featuring Darth Vader, and GoPro's use of Felix Baumgartner's space jump.

With Kinder products already achieving $600 million in North American sales, Stubbs expressed his excitement about finally bringing a Super Bowl campaign to fruition after years of strategizing, marking a significant milestone for Ferrero in the U.S. market.