Kinder: Halloween – Emotional Pumpkins

Elis Iaia

Confectionery brand Kinder became the fastest-growing chocolate in Romania during the Halloween season with the creation of Emotional Pumpkins for children to carve, promoted through TV and social media.

Campaign details

Brand: Kinder Brand owner: Ferrero Entrant company: Publicis RomaniaIdea creation: MSL The Practice Bucharest Market: Europe (general region) Sector: Confectionery Media channels: Online video, Word of mouth, Influencers, KOLsBudget: Up to 500k

Executive summary

Staying true to its brand mission to enrich parent-child bonding moments, Kinder turned Halloween, the scariest holiday, into an emotional education opportunity.

The Halloween Pumpkins became the Emotional Pumpkins that parents and kids could carve together, while talking about emotions. While kids watched tutorials on what each...

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