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From time to time, calorie counting can get tiresome. That’s why Ferrero Canada is telling women to happily indulge-in chocolate-without the guilt in a new campaign for its Kinder Buenochocolate bars.
The campaign encourages women to hedonistically indulge in everything from shopping to vacations, and of course eating Bueno chocolate bars.
Jennifer Rossini, one of the copywriters at John St. who helped create the campaign, said that like many other women, she is tired of the food industry making women feel guilty about the things they enjoy eating. “It’s about time someone said go out there and indulge. You deserve it,” she said.
“We’re not going to be in the same category as a 100-calorie bar—so why not tell everyone that?”
Rossini said the ads reflect the chocolate bar by focusing on indulgence and enjoyment. The first TV ad debuted this week featuring women spending all day at the spa, sleeping in and spending their bonuses on shopping sprees. “[Bueno] is the chocolate equivalent to a day of shopping,” said Rossini.
“We wanted this to be an unconditional celebration of indulgence and how good it feels,” Mark Wakefield, vice-president, marketing for Ferrero Canada, said in a release.
“When the agency presented us with this campaign, the women in the room started talking about how they take pictures of their new shoes and send them to friends; how the purchase of a designer bag warrants a ‘bag announcement’ —everyone started getting really excited just talking about it.”
While in Canada Kinder Bueno has a history of being associated with Kinder Surprise, Rossini said Bueno is for adults, and the campaign attempts to rebrand Bueno in Canada as a fun but “decidedly grown-up.”
This is the first work John St. has released for Bueno since winning the account last December. An online campaign congratulating women on their indulgences is planned for the fall, as well as an in-store promotion titled “Look Like a Star.” As part of the promotion, Bueno will be giving women the chance to win a makeover, a new wardrobe and a trip to New York Fashion Week.
The media buy, by MindShare, will avoid serious PBS-type programming and focus on “indulgent” TV, like eTalk. The campaign will include a sampling program by OgilvyAction and PR efforts from Harbinger Communications which will include media-only “afternoons of indulgence” in Toronto and Montreal.
