Agency: Momentum Czech Republic
Country: Czech Republic
The market is distorted by discounts. Instead of discounts, Kinder Chocolate decided to focus on the perceived added value: getting closer to the hearts of the consumers – mums with small kids. Together with the mothers, it discovered the future stars in their little children and showed how unknown faces went on to become successful stars. It therefore, increased the consumer loyalty, sales and perceived product value and allowed for sales at higher prices. The project was so popular that it went viral and became an interest for the media.
Ferrero, the Kinder brand owner, is one of the top producers in the chocolate confectionery market. The Kinder brand covers multiple products; one of them is Kinder Chocolate (KCH). The KCH target group are mums who buy the product for their kids.