Ferrero: Eclissi di Bueno Dark

This case study describes how Ferrero Italia, a confectionery manufacturer, sold its new dark chocolate bar, the Kinder Bueno Dark in Italy.

ECLISSI DI BUENO DARK

Campaign details

Brand: FerreroAgency: BITMAMA SRLCountry: Italy

Background

Kinder Bueno launched a limited edition of Kinder Bueno Dark: same snack but covered with dark chocolate.

Challenge: selling all product stock. Opportunity: the eclipse happened on 19 march 2016. Dark and "limited", too.

National Context of the Campaign

Twitter was the most appropriate social channel, considering also target's age, which is usually higher amongst dark chocolate lovers.

Objectives

  • Selling the stock of the Bueno Dark limited edition
  • Relationship with users: engaging and envolvement

Strategy

Twitter was the most appropriate social channel for...

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