Kinder Surprise, from Ferrero, is teaming up with Looney Tunes, the animated cartoon series from Warner Bros. The iconic characters will feature on Kinder Surprise packs from late January, with limited edition toys, as well as being featured on TV advertising.
Kinder Surprise is already outperforming the kids confectionery category (+4.6%), and the partnership with Looney Tunes is set to drive further demand and category growth as a new DVD launches in Spring ensuring it’s front of mind with shoppers. Worth £26m and a best seller all year round, Kinder Surprise is an essential part of any confectionery display and retailers are encouraged to place the limited edition packs in a prominent position to maximise the sales opportunity.
Levi Boorer, customer development director, Ferrero comments, “We know that partnerships can be highly effective when there is real brand synergy. We are confident that our link up with Looney Tunes will be popular with shoppers and therefore beneficial for retailers, because like Kinder Surprise, the show is a family favourite, which stimulates the imagination and can encourage quality time between parents and children.”
Kinder Surprise is also being supported with a TV advertising campaign that is on air throughout the year. The creative shows a mother and son enjoying the Kinder Surprise experience together as new toys explode out of the egg, with the strapline ‘Put some play in their day’. A bespoke ten second tag will feature on the advert early February 2013, to drive awareness for the Looney Tunes partnership.
One in five single Kinder surprise eggs will feature a Looney Tunes character toy, while one egg in each three-pack will contain a character. Shoppers will be surprised with characters like, Daffy Duck, Road Runner, Taz, Sylvester & Tweety, Bugs Bunny, Lola Bunny and Porky Pig.
Kinder Surprise is a key element in Ferrero’s ambitious growth strategy and so continues to invest heavily in the unique brand. A full support plan incorporating TV, press advertising, and PR is designed to drive further sales an increase penetration throughout the year.
Source: Sweets and snacks europe