The Super Bowl is removing “No Bueno” from its vocabulary.
Today, Kinder Bueno released a teaser for its first Super Bowl commercial, introducing its “Yes Bueno” campaign. According to Ferrero North America, the campaign plays off the commonly used phrase “No Bueno,” using Kinder Bueno to “override disappointment.”
The brand’s 30-second in-game spot, airing during the Super Bowl on Feb. 8, includes Giggly Squad co-host Paige DeSorbo, who’s also making her Big Game debut, as well as a mystery celebrity that Kinder Bueno will reveal closer to the game. The brand also noted that its ad would be “going out of this world” but remained vague on details.
The ad, which comes from agency Anomaly and is directed by Björn Rühmann, is also part of a campaign that will include nationwide retail and packaging displays, limited-edition white and dark chocolate flavors, retailer promotions, and social executions across TikTok, Instagram, Facebook, and X.
“Making our big game debut represents a transformative moment for Kinder Bueno as we accelerate our growth in the U.S. market,” Chad Stubbs, CMO of Ferrero North America, said in a statement. “By owning this phrase and flipping its meaning, we’re creating a new brand language that positions Kinder Bueno as the go-to irresistible treat.”
Ferrara, an affiliated company, is also returning to the Big Game for the third time with an ad for Nerds, ADWEEK previously reported.
