Ferrero is set to build on its chocolate countline brand, Kinder Bueno, with the introduction of a limited edition Dark variant.
Kinder Bueno Dark will be available exclusively for the impulse channel, following a new on-pack offer for Kinder Bueno Classic in January. The on-pack activity will give shoppers £5 off Nails Inc products and services with every promotional pack and will be supported by a marketing campaign to drive awareness of the promotion among the brand’s target audience of 2-5 to 34-year-old women.
The limited edition Kinder Bueno Dark is a dark chocolate covered wafer, encased in a smooth, milky and hazelnut filling. The Kinder Bueno taste and texture will still be present, but will be combined with the new element of dark chocolate to give it a different twist. An array of Kinder Bueno Dark in-store display solutions will be available to order online at www.ferrero-trade.co.uk.
Levi Boorer, customer development director, Ferrero, commented: “Limited editions are really effective in attracting new shoppers to the brand and also to the chocolate category. Kinder Bueno Classic now ranks as the third most popular chocolate countline in the UK, and as 23% of consumers actually favour dark chocolate above milk and white, we wanted to offer them a chance to enjoy our brand with their preferred choice of chocolate.”
For the Nails Inc. partnership, consumers will be able to redeem their £5 off voucher by presenting their Kinder Bueno wrapper at any Nails In. salon, or by entering the unique code online at www.nailsinc.com. They will also have the chance to win one of 5,000 limited edition nail polishes, available in ‘Bueno Orange’ and ‘Bueno Mink’ shades. To be in with a chance of winning, entrants will need to visit www.buenonails.com or enter via the Kinder Bueno UK Facebook page.
The marketing campaign for the Nails Inc partnership will run across a range of touch-points including print, digital, social media and sampling. To enable retailers to fully capitalise on the promotion, there will be a range of specific POS available, including countertop units, dumpbins, magazine hookover kits and shelf retention kits. These will be available to order through the trade website, www.ferrero-trade.co.uk from January onwards.
Boorer added: “Kinder Bueno is experiencing value growth of 27.8% in the impulse channel, versus the wider chocolate countlines sector which is experiencing a 7.4% decline. The on-pack offer will encourage trial and we know that Kinder Bueno has an excellent repeat rate - nearly a third of consumers that have tried it, buy it again. Our ongoing tie-up with Nails Inc has been incredibly effective in appealing to our target audience so far and we look forward to this latest phase in the partnership.
“We are excited about the prospect of the new Dark limited edition and the Nails Inc on-pack offer driving penetration and grabbing the attention of women who haven’t tried Kinder Bueno before, in addition to providing an added reason to purchase for our existing, loyal followers.”