We knew the best Super Bowl campaigns don’t stop at the TVC—they extend the story into social, giving audiences more details, more character, and more reasons to engage. So we expanded the “Taste Buds” universe by deepening the friendship between Andy Cohen and Gummy, transforming them into an ongoing social-first duo that fans could follow.
We created a suite of social-first content that followed Gummy preparing for its big debut with Andy’s support, extending the playful “Taste Buds” narrative far beyond the commercial itself.
The campaign generated 20MM total reach, 233MM paid impressions, and engagement rates above plan—proving the power of story-driven social extensions during the Super Bowl.
