▷ Kinder Surprise renews an unusual experience at the time of (de) confinement

With the health and economic crisis linked to Covid-19, all means are good to continue to promote its brand and develop its notoriety. What has Kinder Surprise in store for us?

An unusual brand strategy

Kinder Surprise is an egg that contains chocolate, toys to assemble, surprise … A magical experience for children. For children only? At the time of (de) containment, the brand decided to adopt a unique and unusual strategy : offer small yellow plastic eggs for… grandparents!

Since May 28, 2020, Kinder Surprise has launched “The sweetest of surprises” throughout France, already posted on social networks, including YouTube. Its objective: to maintain the link that unites families in the time of Covid-19.

Other brands have adopted this concept, to have fun and keep busy while maintaining a bond with those close to them. Remember, Heinz and MacDonald’s came up with a puzzle by launching an Instagram giveaway.


A simple but impactful communication strategy

In this new marketing operation, the famous yellow shell will become reusable so that the grandchildren can send a drawing, a love note, a bracelet and other little surprises to their grandparents.

This operation is launched in partnership with Publicis Conseil and La Poste in order to receive a package. The operation is very simple to hit as many targets as possible, children: they just have to choose a surprise, slip it into the yellow Kinder Surprise shell which will be placed in a box, post the package, and wait for the phone call from grandpa and grandma …

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