Paige DeSorbo is officially headed to the biggest stage in advertising, landing her first Super Bowl commercial and calling the moment a dream come true. The Summer House star and Giggly Squad co-host is front and center in Kinder Bueno’s splashy Big Game debut, a career milestone that cements her shift from reality personality to full‑blown brand favorite. For Kinder Bueno and parent company Ferrero, tapping Paige is also a strategic play to turn a buzzy chocolate bar into a household name.
How Paige Ended Up in Kinder Bueno’s Big Game Moment
For Kinder Bueno, the 2026 Super Bowl is not just another media buy, it is the brand’s first time stepping onto the field with a national in‑game spot. Confectionary giant Ferrero confirmed it would make its Super Bowl debut with a spot promoting Kinder Bueno, signaling how serious the company is about growing the brand in the United States. The campaign, titled “Yes Bueno,” is built around flipping everyday “no bueno” annoyances into small wins, and the Super Bowl placement is the centerpiece of that push.
To pull it off, Kinder Bueno cast Paige alongside veteran actor William Fichtner, pairing a rising reality‑to‑fashion star with a familiar Hollywood face. The brand’s 30‑second in‑game spot, airing during the Super Bowl on Feb. 8, leans into that dynamic, with Paige bringing her signature dry humor and fashion‑girl energy to the “Yes Bueno” world. Earlier teasers for The Big Game kept plot details vague but made it clear that Kinder Bueno wanted a spot that felt playful and cinematic, not just like a standard candy commercial.
Inside the “Yes Bueno” Campaign and Super Bowl Strategy
The Kinder Bueno Super Bowl push is part of a broader, carefully staged rollout designed to make the brand feel like a staple, not a niche import. A The Big Game teaser is only one piece of a multifaceted campaign that stretches across digital, social, and in‑store activations. The “Yes Bueno” concept positions the bar as a small luxury that can instantly upgrade a bad day, a message that fits neatly with Paige’s own brand of aspirational but accessible lifestyle content. A separate campaign snapshot lists the Brand as Kinder Bueno and the Campaign Title as Yes Bueno, underscoring how central this idea is to the chocolate’s U.S. identity.
Industry watchers have been tracking the move closely, in part because Ferrero is backing Kinder Bueno with serious money and ambition. One breakdown of top Super Bowl ads notes that, For the first time ever, For the Ferrero will be featuring Kinder Bueno in a Super Bowl ad, tying the move to a $100 m investment and spelling out the full $100 million commitment behind the brand’s stateside growth. That kind of budget puts Kinder Bueno in the same conversation as auto giants and tech players, and it explains why the company is treating the Super Bowl as a launchpad rather than a one‑off stunt.
Paige DeSorbo’s Career Glow‑Up
For Paige, the Kinder Bueno spot is the latest proof that her career has quietly shifted into a new gear. She first broke out as part of The Summer House ensemble, where her quick one‑liners and unapologetic love of fashion turned her into a fan favorite. Offscreen, she and Hannah Berner built Giggly Squad into a podcast brand strong enough that Paige is now introduced in campaigns as a Giggly Squad co‑host as much as a reality star. That dual identity, part TV, part digital, is exactly what brands want when they are trying to reach viewers who are as likely to watch clips on their phones as they are to sit through the full game.
Her Super Bowl turn also follows a string of beauty and fashion deals that have steadily raised her profile. In the hair‑care world, Paige was tapped as the face of TRESemmé’s “Give Gloss” push, fronting a campaign where, In the spot, Paige has all eyes on her as she struts through the streets, sharing her shine with everyone from a glossed‑up pup to a barista. On the fashion side, she Is Launching a Sleepwear Line and invited fans to Get All the Details Here when she announced Daphne, a collection that grew out of her role on The Summer House and her reputation for turning loungewear into a full look, as detailed in a profile that notes how The Summer House cast member is now the final decision‑maker on her own line.
Why Kinder Bueno Wanted Paige in Its “Iconic” Debut
From Kinder Bueno’s perspective, Paige is not just a familiar face, she is a strategic fit for a brand that wants to feel stylish but not intimidating. The company has described its 2026 Super Bowl appearance as an “iconic” debut, with Kinder Bueno making its first Super Bowl splash alongside Paige and William Fichtner. That same reporting notes that Ferrero has been investing in U.S. production, including a facility in Illinois, to support the growth of Kinder Bueno, which helps explain why the brand is comfortable tying such a big moment to a relatively new American celebrity.
The creative itself leans into Paige’s comedic timing and the slightly surreal tone that has become a hallmark of recent Big Game ads. One early breakdown of 2026 teasers called Kinder Bueno’s debut Super Bowl spot with Paige DeSorbo and William Fichtner “out of this world,” highlighting how the Kinder Bueno ad stands out even in a year packed with celebrity‑driven spots. Another preview of Super Bowl 60 advertising noted that Confectionary giant Ferrero will make its Super Bowl debut with Kinder Bueno and that the commercial would feature actor William Fichtner alongside DeSorbo, as confirmed to Marketi, reinforcing how central the duo is to the brand’s storytelling.
Super Bowl 2026: The Celebrity Ad Arms Race
Paige’s “dream come true” moment is also part of a broader trend that has turned Super Bowl commercials into a celebrity arms race. The 2026 lineup is stacked with familiar names, from comedy stars to prestige actors, all vying for a few seconds of attention between plays. One preview of the year’s spots points to a Toyota 2026 Super Bowl commercial that pairs Andy Samberg and Elle Fanning in a “Superhero” themed ad, underscoring how even automakers like Toyota are leaning on star power to cut through the noise. In that context, Kinder Bueno’s decision to mix a seasoned actor like William Fichtner with a reality‑podcast hybrid star like Paige looks less like a gamble and more like a savvy read on where culture is headed.
What sets Paige apart is that she arrives at the Super Bowl not as a traditional A‑list movie star but as a multi‑hyphenate who built her audience in real time. She is a podcaster, a fashion influencer, a Sleepwear Line founder, and now the face of a candy bar’s first Big Game appearance, a trajectory that mirrors how younger viewers move between platforms and brands. That is exactly the kind of cross‑channel relevance Kinder Bueno is chasing with its “Yes Bueno” push, which has been framed as a way to turn around life’s “no bueno” moments in a single bite, as detailed in a campaign overview that highlights how Kinder Bueno’s 2026 Super Bowl strategy is built around that simple promise.
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