Kinder Bueno Unveils ‘Adulting’ Campaign, Saying They’re Not Just For Kids

Kinder Bueno Unveils ‘Adulting’ Campaign, Saying They’re Not Just For Kids
SHARE
THIS



Ferrero-owned confectionery brand Kinder Bueno is tapping into a grown-up audience in a new campaign created by TMW Unlimited, based on the social language of ‘adulting’.

For many fledgling adults, acting like a real grown-up can be a struggle. Across the internet, young men and women are congratulating and commiserating one another as they wrestle with the day-to-day demands of becoming a grown-up – be it setting up direct debits, doing proper food shopping or switching energy supplier. The campaign aims to celebrate these mini-wins, and introduce Kinder Bueno as the personal reward for adulting success.

The ad, which features a 20-second master for VOD, 3x 10-second cut downs and an extended edit, shows two friends celebrating some of their mundane adulting achievements, like bleeding radiators and having an impressive bag-for-life collection. The pair then reward themselves for their hard work with a deliciously smooth Kinder Bueno.

It is set to an upbeat soundtrack, including backing vocalists triumphantly singing ‘adulting’ in between the young comedian’s monologues. TMW Unlimited teamed up with comedy songwriter Brett Domino, known for his appearances on Channel 4’s 8 out of 10 Cats Does Countdown, to write and direct the ad.

A Ferrero spokesperson said: “Adulting is a great idea to help reach Kinder Bueno’s target audience. We love the concept and think this campaign is going to stand out and remind people that a smooth chocolatey Kinder Bueno is the perfect grown up reward.”

Brittony Collins, copywriter at TMW Unlimited, said: “By tapping into a relatable social phenomenon, some undeniable truisms and establishing a new fun tone of voice, we’ve given Kinder Bueno a fresh new relevance amongst its target audience. We had a lot of fun creating it and to us that’s a really good sign.”

The campaign breaks in the week beginning September 11 and runs for eight weeks. As well as the films and YouTube pre-rolls, TMW Unlimited has made a set of humorous GIFs to be shared on social media.

Please login with linkedin to comment

Kinder Bueno

Latest News

Zenith: 65% Of Digital Media To Be Programmatic In 2019
  • Technology

Zenith: 65% Of Digital Media To Be Programmatic In 2019

Sixty-five per cent of all money spent on advertising in digital media in 2019 will be traded programmatically, according to Zenith’s Programmatic Marketing Forecasts, published today. Advertisers will spend US$84bn programmatically next year, up from US$70bn this year, which represents 62 per cent of digital media expenditure. We predict that in 2020 advertisers will spend […]

Sugar Agency Wins Fairfax’s ‘Ads Are Better Rich’ Competition For 2018
  • Advertising
  • Media

Sugar Agency Wins Fairfax’s ‘Ads Are Better Rich’ Competition For 2018

Digital player Sugar Agency has been crowned the winner of this year’s ‘Ads Are Better Rich’ competition by Fairfax Media. Launched by Fairfax’s chief revenue officer, Matt Rowley, at the company’s 2018 Agency Symposium, the challenge aims to encourage agencies to push creative boundaries by using rich media formats to develop a campaign that promotes their agency. […]

Former APN Outdoor Sales Boss Launches OOH Consultancy
  • Advertising
  • Media

Former APN Outdoor Sales Boss Launches OOH Consultancy

An ex-sales director from APN Outdoor is trying his hand at consulting to advertisers looking to spend some coin in the out-of-home market. After 13 years at APN leading its national direct sales and then its NSW agency sales teams, Tim Rose resigned from the business in shortly before it had agreed to be sold […]

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account
  • Media

Melbourne Agency Taska Media Wins Exhibition Events Australia Media Account

Independent media agency Taska Media has secured the entire national media business of Australia’s largest consumer events company Exhibition & Events Australia (EEA). The deal that will see the agency deliver a full suite of television, radio, out of home, digital, partnerships and publisher-focused media buying. The boutique agency said it won the account for EEA […]

US Culture Consultancy Opens Australian Office
  • Marketing

US Culture Consultancy Opens Australian Office

Consulting firm Ministry of Culture (MoC) has announced the expansion of its US-based business to Australia with a new office in Sydney. It is the first international office for the US group, which will focus on providing cultural transformation, consumer insights and culture creation to Australian and Asia-Pacific clients. MoC’s Australian founder, David Art Wales […]