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Kinder Surprise A Treat For The Imagination

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The Challenge

Kinder Surprise was suffering from poor value for money perceptions.
We needed to persuade parents that Kinder Surprise was a modern and relevant surprise for their kids, particularly in an age where children are increasingly reliant on tech to keep them entertained.

The Challenge

The Leap

From functional surprise to treat for the imagination.

The Leap

The Solution

Research revealed parents often yearned for the simpler pleasures of sharing in imaginative play with their children without the aid of technology.

With the line ‘A treat for the imagination’, we showed parents that this simple pleasure could be found in Kinder Surprise.

The Solution

The Result

It took 36 years for Kinder Surprise to grow to sales of £25 million, but with this new communications strategy it only took 18 months to nearly double the size of the brand, until it became the strongest performing food brand of the year in 2014.

The Result

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