Kinder, the chocolate brand owned by the Italian confectionery giant Ferrero, is launching a new travel retail campaign to celebrate its 50th anniversary at next week’s TFWA Asia Pacific event in Singapore.
The campaign, which features some eye-catching point of sale materials, is running under the banner of #kidsatheart as part of an umbrella marketing initiative titled ‘World above the Clouds’.
Kinder is setting up “imagination hotspots” within travel retail stores and pop-up shops, with the aim of drawing consumers to buy Kinder products with “standout” shelving in the shapes of spaceships, astronauts and funfair rides. Other features of the installations include ride-on toys and Kinder mascots.
Ferrero Travel Market General Manager Frederic Thil said: “By offering an attractive and entertaining Kinder-themed shopping environment we are encouraging the consumers to spend more time with us and to engage with our brand.”
He added: “Sales numbers in the shops taking part in the Kinder 50th Anniversary project have doubled, which just goes to prove that we are all #kidsatheart. We look forward to sharing our marketing strategy for Kinder with retailers from the Asia Pacific markets.”
Kinder will be exhibiting the #kidsatheart theme at the TFWA Asia Pacific Exhibition & Conference (6-10 May) from stand J8, Basement 2.