Despite scoring well in taste tests, Kinder Bueno is often seen as a brand for children by the target audience (female, 25-44). As the first heavyweight digital campaign from the brand, our challenge was to firmly shift the perception of the brand, making the target audience see it as ‘a brand for me’, remind them of its strong taste credentials and place it back firmly into women’s repertoire of chocolate.

Due to socio-economic changes, it is only at the age of 29 that this generation begin to feel truly like adults. Carrying out any grown up tasks often feels daunting but when completed are extremely satisfying. The act of carrying out these tasks has been coined ‘adulting’.

As this target audience can be very wary of advertising, we didn’t make an ‘advert’, we made a full-on song. But it was important that it felt authentic so we teamed up with well-known YouTuber and comedian Brett Domino, borrowing his witty, dry style enabled us to hit a tone that was credible and humorous. Plus, he already had an established following, which furthered the organic reach of the film.

We also selected up-and-coming comedic duo Stiff & Kitsch to star as the protagonists to set the idea at the perfect pitch.

All of this set against a super-stylised version of humdrum adult life allowed us to create a true celebration of adulting that our audience could really get on board with.

To maximise our campaign’s relatability, we used search data and an online survey to help us pinpoint which tasks were most associated with adulting.

This research inspired our 45 second film, which was used as the master video for all campaign collateral. From this we created a 22 second cut-down version that was promoted on YouTube, VOD, Facebook and Instagram, as well as playful social GIFs. In addition, we also created several 10 second films that focused on the most relatable tasks, as per our research.

The campaign was supported by digital influencer partnerships, in-store support, sampling activity and a study that looked at the evolution of adulting milestones.

The film really struck the right chord with our audience and our relatable adulting anthem got them to sit up and take notice. They watched in their millions, commented and ‘liked’ in their thousands. As a result, the film managed to cause a major shift in brand perception.

• 35 million views and 27,000 likes
• 96% watch through rate
• +13% sales uplift combined with shopper and promotional support*
• 4.4% life in brand awareness
• 18% increase in target audience saying Bueno is a brand for me
• +5 ppts brand for me, +9 ppts has a great taste * (source: Ipsos brand equity tracking FYTD to November 17)

*source: Nielsen Scantrack Total Countlines: RSV w.e. 02.09.2017 vs 03.09-05.112016