Nerds get on board at Capital for summer-long campaign

Capital has teamed up with confectionery brand Nerds for a new summer campaign celebrating the arrival of Nerds Gummy Clusters in the UK.

The collaboration launched at Capital’s Summertime Ball with Barclaycard, which took place at Wembley Stadium last weekend.

Nerds hosted a series of branded activities for fans attending the event, including a pick ’n’ mix wall, giant ball pit and meet-and-greet with a Gummy Monster on Olympic Way outside the venue.

Inside the stadium, a Glam Station offered pink and blue hair braiding and glitter, alongside a Nitrogen Ice Cream bar with Gummy Cluster toppings.

As part of the sponsorship, Capital presenter Jimmy Hill challenged US artist Dasha to a UK vs. US showdown for social media, while the Gummy Monster made appearances throughout the day.

The partnership continues on Capital throughout the summer with competitions running on air and online. Prizes include gig tickets, tech giveaways and supermarket promotions with chances to win trips to Ibiza, New York and across Europe.

Marketing Manager Alicia Afza said: “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.”

Mickelle Roberts from Global added: “Capital’s Summertime Ball provided the perfect stage to showcase their vibrant, playful personality.”

The campaign was created in partnership with Global and media agency Carat UK.