Repositioning the kids’ chocolate as a grown-up reward

Kinder Bueno. Adulting

Despite being totally delicious, Kinder Bueno is often mistaken as a kids’ treat. We were tasked with making the bar relevant to a wider audience, leading with women aged 20-something.

Via social listening we learned that this generation loves acknowledging their ‘grown up’ behaviours (e.g. not killing their plants) with the popular hashtag #adulting.

We used this insight to position Bueno as the ultimate adulting reward. And, to make it even more relevant, we teamed up with comedian and musical mastermind Brett Domino to create a catchy ‘adulting’ anthem.

RESULTS
Now That’s Adulting has been Ferrero’s most successful brand campaign of the last ten years. Our target consumer group watched in their millions and commented, liked, tagged and shared in their thousands. Most importantly, this high level of engagement translated into brand and sales uplifts:

125 million impressions
35 million video views on YouTube
96% watch-through rate
4.4% increase in brand awareness
18% increase in ‘brand for me’
26% decrease in ‘brand for kids’
13% sales uplift
£18m incremental revenue in first full year