This Kinder Bueno Campaign Targets Millennial and Gen Z Consumers
Michael Hemsworth — August 29, 2024 — Marketing
References: ferrero & talkingretail
This Kinder Bueno campaign is being run by Ferrero UK to help catch the attention of Millennial and Gen Z consumers with its cheeky encouragement to enjoy a treat. The campaign features the tagline, 'Why be basic, when you can be bueno' as a nod to the candy bar while also incorporating terms used by youth. The campaign will include a TV advertisement alongside video, social and broadcast video on demand (BVOD) thanks to a £6-million investment by the brand.
A spokesperson from Ferrero UK spoke on the new Kinder Bueno campaign saying, "Our new campaign aims to amplify Kinder Bueno’s presence to ensure it continues to be a must-stock item for all convenience retailers. It’s a popular product and we want to maintain sales momentum by putting Kinder Bueno front of mind among younger shoppers."
A spokesperson from Ferrero UK spoke on the new Kinder Bueno campaign saying, "Our new campaign aims to amplify Kinder Bueno’s presence to ensure it continues to be a must-stock item for all convenience retailers. It’s a popular product and we want to maintain sales momentum by putting Kinder Bueno front of mind among younger shoppers."
Trend Themes
1. Youth-centric Marketing - Marketing campaigns utilizing colloquial language and cultural references aim to resonate deeply with Millennial and Gen Z consumers.
2. Cross-platform Advertising - Integrating advertisements across TV, social media, and BVOD channels maximizes reach and engagement among diverse audience segments.
3. Personalized Consumer Engagement - Campaigns that acknowledge and celebrate individuality can increase brand loyalty by making consumers feel seen and valued.
Industry Implications
1. Confectionery - The confectionery industry can leverage trendy and engaging marketing to appeal to younger demographics, helping maintain and grow market share.
2. Media & Advertising - With an integrated approach to advertising, the media and advertising industry stands to increase effectiveness and coherence in brand messaging.
3. Retail - Convenience retailers can capitalize on popular, trend-driven products to attract a steady flow of younger customers, boosting in-store sales.
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