With Kinder's Digital-first Approach, Ferrero India Introduces Kinder Schoko-Bons Crispy
Ferrero India unveiled its latest offering for the festive season with 'Kinder Schoko-Bons Crispy', a chocolate treat under the Kinder brand designed to celebrate moments of joy and sharing among families. This innovation is aimed at bringing parents and children together and strengthening Ferrero's presence in the Indian market.
Speaking on the occasion, Rudolph Sequeira, Managing Director of Ferrero India said, “India is one of the important markets for Ferrero globally, and the expansion underlines Ferrero’s focus to build on its tropical portfolio. We are delighted to expand the Kinder portfolio, with a unique innovation in Kinder Schoko-Bons Crispy, that is successfully made-in-India.”
Kinder Schoko-Bons Crispy is a combination of creamy milky and cocoa filling inside a crispy wafer, topped with cocoa sprinkles. This delightful bite-sized confectionery caters to a range of taste and texture preferences, offering a multisensory experience. It is introduced in shareable packs, in options of 4 and 12 pieces.
Amedeo Aragona, Marketing Head Indian Subcontinent - Kinder Brands said, "As a brand that embodies traits of fun, genuine care, modernity, and balance, Kinder has always been at the forefront of creating delightful experiences for families. The introduction of Kinder Schoko-Bons Crispy adds yet another layer to this legacy, celebrating the evolving relationships between parents and their pre-teens."
In a new initiative to enhance the brand's presence, Kinder Schoko-Bons Crispy has partnered with celebrities and mother influencers, including Indian actress Karishma Kapoor, Subhashree Ganguly, and influencer Sneha Reddy. "The campaign will air from January 2024 onwards," revealed Aragona.
He further highlighted that the campaign features a special assortment pack that combines Kinder Joy, Kinder Cream, and Schoko Bons Crispy, enhancing the festive spirit. The aim is to keep children happy during Diwali and other celebrations.
On the choice of collaboration for the ad campaign, Aragona explained that Kapoor is one of the chosen celebrities for the campaign, and the brand plans to continue its collaboration with such public figures to strengthen its position in the Indian market. Also, the influencers were carefully selected to convey that the product is not limited to children but is also enjoyable for adults. This marks Kinder's first time using an influencer for their campaign in India, highlighting the product's broad appeal to different age groups.
As the festive season and the ICC Cricket World Cup season coincide, Aragona shared that Kinder plans to maximise its impact with a strong presence on both TV and digital platforms. He revealed, "We will be present during the Cricket World Cup with a short teaser of the launch of Schoko Bons Crispy during India matches in the Cricket World Cup."
Aragona shared that Kinder's strategy involves a digital-first approach, allocating 60 per cent of its budget to digital and 40 per cent to traditional advertising.
The launch of Kinder Schoko-Bons Crispy will be supported by a comprehensive marketing communications campaign, spanning TV and digital platforms and embracing the festive season.
