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​

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