Kinder Bueno: Now that's adulting

Kinder Bueno, a chocolate bar, shifted the perception of the brand, making it "a brand for me" contender, whilst reminding the world of its strong taste credentials.

Campaign details

Agency: TMW Unlimited

The challenge was to firmly shift the perception of Kinder Bueno, making it "a brand for me" contender, whilst reminding the world of its strong taste credentials

Strategy

In researching the target audience, Kinder Bueno and TMW Unlimited discovered that due to socio-economic changes, it is only at the age of 29 that that segment begin to feel like adults.

So to maximise the campaign's relatability, search data and an online surveys helped pinpoint tasks most associated with "adulting".

The insights inspired a 45second film and – from this – a 22second cut-down version...

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