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.