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.

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