The Kinder Bueno brand is being extended with a limited edition dark variant. The new line will be available exclusively in the convenience channel.
The launch will benefit from a wider on-pack offer across the Bueno brand, starting this month.
This activity will give shoppers £5 off Nails Inc. products and services with every promotional pack and will be supported by an engaging marketing campaign to drive awareness of the promotion amongst the brand’s target audience of 25 to 34 year old women.
Ferrero describes Kinder Bueno Dark as a dark chocolate covered wafer, encased in a hazelnut filling.
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 is the third most popular chocolate countline in the UK, and Boorer said that given 23% of consumers actually favour dark chocolate above milk and white, Ferrero wanted to offer them a chance to enjoy the brand with their preferred choice of chocolate, according to Boorer.
The marketing campaign for the Nails Inc. partnership will run through print, digital, social media and sampling. To enable retailers to fully capitalise on the promotion, there will also be a range of specific POS available, including countertop units, dumpbins, magazine hookover kits and shelf retention kits. These are available to order through www.ferrero-trade.co.uk.
Boorer concluded: “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.”
