How strategic collaborations have powered Ferrero India’s brand visibility

Kinder Joy, the confectionery brand from Ferrero, recently rolled out a TV campaign to support the limited-edition Kinder Joy range of Tom & Jerry and Hello Kitty toys.

Amedeo Aragona, Regional Marketing Manager - Indian Subcontinent, Kinder Brands at Ferrero, has been an integral part of the brand’s growth trajectory. He has spearheaded several successful campaigns that have helped the brand grow year on year and establish itself as a market leader in the industry.

In an interaction with Adgully, Amedeo Aragona speaks at length about Kinder Joy’s plans to strengthen its position in the Indian confectionery market, core idea behind the ‘Iss mai kuch khaas hai’ campaign, insights into collaborations and partnerships, and more.

What are Kinder Joy’s plans to strengthen its position in the Indian confectionery market and increase brand loyalty among its customers?

As a brand, our marketing strategy has a multifaceted approach. Firstly, we will continue to invest in extensive market research and consumer insights to gain a comprehensive understanding of the Indian consumer preferences, behaviours, and aspirations. This knowledge will enable us to create innovative product offerings that resonate with their needs and offer delightful experiences. Secondly, we recognise the significance of local relevance and cultural sensitivity. Furthermore, we are committed to building long-lasting relationships by consistently delivering superior quality and ensuring exceptional customer experiences.

We aim to actively engage with our customers through various digital and social media platforms, fostering a sense of community and encouraging them to share their Kinder Joy experiences. By implementing these strategies, we are confident in our ability to solidify Kinder Joy's position in the Indian confectionery market while deepening the bond of loyalty with our customers.

What was the core idea behind the campaign and what was the response received from the audience?

The core idea behind the Kinder Joy TVC campaign – ‘Iss mai kuch khaas hai’ – was to highlight the unique and special experience that Kinder Joy offers to children. Kinder Joy is a popular brand of chocolate confectionery that is designed specifically for kids. It features a unique format with two separate halves, one containing a delicious chocolate cream and the other containing an exciting toy. The campaign aimed to convey the message that Kinder Joy is not just an ordinary chocolate, but it offers something extraordinary and memorable to children.

The campaign resonated well with parents and children alike, as it emphasised the element of surprise and excitement that Kinder Joy offers to its audience. The TVC effectively showcased the joy and happiness experienced by children when they open a Kinder Joy and discover both a delicious treat and a toy. Overall, the campaign successfully communicated the core idea of Kinder Joy being a special treat that brings delight to children.

What are Kinder Joy’s India specific marketing plans and activation?

Kinder Joy has implemented India-specific marketing plans and activations to effectively capture the attention of the Indian market and foster brand engagement. By incorporating popular Indian cartoon characters and festival-related surprises, Kinder Joy creates a sense of familiarity and resonance with Indian consumers. Additionally, the brand engages in strategic partnerships with local influencers, celebrities, and retail chains to enhance brand visibility and reach. Interactive online campaigns, contests, and user-generated content initiatives encourage active participation and create a sense of community around the brand.

Could you provide insights into any collaborations or partnerships that your brand has pursued to enhance its visibility or expand its product range?

Ferrero India has actively pursued collaborations and partnerships to enhance its brand visibility and expand its product range in the market. By collaborating with local brands, we were able to expand reach and make products more accessible to a wider consumer base. Furthermore, Ferrero India has also partnered with popular retail chains and e-commerce platforms to increase its visibility and availability across the country. These collaborations have not only strengthened the brand’s distribution capabilities but also allowed the brand to showcase its diverse product range to a larger audience.

Last year, we collaborated with KidZania to launch the ‘Natoons Metaverse’ with Discovery channel for an exciting opportunity to create a truly immersive and engaging experience for our target audience. By tapping into the growing trend of Metaverse exploration, we were able to leverage cutting-edge technology and offer children a unique and interactive adventure. This collaboration not only aligned with our brand's values of creativity and imagination but also provided an avenue to showcase the fun and educational aspects of our product. By immersing children in a virtual safari environment, we fostered a deeper connection between Kinder Joy and the joy of discovery, while simultaneously expanding our reach and brand presence.

Through strategic marketing campaigns, captivating content, and seamless integration with KidZania’s existing offerings, we can generate buzz, attract new customers, and strengthen our position as a leader in the confectionery industry.

How do you engage with your customers and gather feedback to continuously improve your chocolate products?

We do continuous sampling of our products with our target audiences where we organize sensory sessions and gain feedback on various parameters. This data is then used for improvisation on various aspects of the products such as Packaging, visibility, and pricing. In our Connect Consumer initiative, we connect with our consumers and have discussions on various product parameters which helps us gain valuable insights.

Could you briefly tell us about the limited-edition Kinder Joy range of Tom & Jerry and Hello Kitty toys? What other product ranges can the audience expect in the coming times?

The limited-edition Kinder Joy range featuring Tom & Jerry and Hello Kitty has been a delightful addition to our product lineup. These special editions were designed to bring joy and excitement to children and fans of these characters. The Tom & Jerry range showcases fun surprises and delicious chocolate treats, perfectly capturing the playful spirit of the iconic duo. Similarly, the Hello Kitty range features adorable surprises appealing to fans of the popular character. These limited-edition Kinder Joy offerings provide a unique experience and collectible items that engage children and create lasting memories.

Looking ahead, we are committed to bringing innovative and interesting licenses to our audience.