Kinder Joy’s Amedeo Aragona on creating traction with Metaverse foray

The confectionary brand of Ferroro, Kinder Joy, which is considered one of the world’s leading manufacturers of sweet packaged products, entered the world of Metaverse with Natoons Metaverse Safari, on the occasion of the World Animal Day, on October 4, 2022, in order to emphasise learning around animals in an unique and differentiated way. In order to celebrate World Animal Day, Kinder Joy Natoons in collaboration with KidZania, has introduced an immersive Metaverse experience for children. Visitors got the opportunity to put on VR headsets and thereby go on a Natoons Safari on Metaverse, learning about animals in an unique way. Animals which were showcased on the Metaverse Safari included Whale, Porcupine, Tortoise, Blue Macaw, Otter, and many others in their natural habitat.

Kids also got the opportunity to take photos during the experience. Moreover the phygital experience through the AR feature on the Applaydu app which is free, further helped in amplifying the fun experience. The first Metaverse journey of Kinder Joy got inaugurated in Mumbai and Delhi on October 1, and  continued till October 17.

According to Amedeo Aragona, Regional Marketing Manager Indian Subcontinent - Kinder Brands at Ferrero, it is the consistent endeavour of Kinder Joy to find innovative and new ways and mechanisms in order to nurture the creativity and imagination of children through novel content which is based on new technology platforms and metaverse is considered one such initiative which is driving children to learn, build and also explore interesting themes. Kinder Joy also believes that utilizing metaverse will assist children in learning to foster their creativity, increasing their enthusiasm for academic learning in the technology dependent world of today.

In conversation with Adgully, Amedeo Aragona, said “We have always tried to stimulate imagination and creativity among children and to enhance it further we have introduced Kinder Joy Natoons.”

What is the idea behind the portfolio extension of Kinder Joy with the introduction of Natoons?

Kinder Joy, one of the leading Ferrero brand, has been present in India for the last 12 years. India is a land of opportunities with over 230 million kids and we at Ferrero want to address each and every one of them. Playtime is vital to children’s growth and development, and we understand that children learn through play. We have always tried to stimulate imagination and creativity among children and to enhance it further we have introduced Kinder Joy Natoons. The new Natoons range is another step in nurturing their imagination and creativity and is designed to deliver learning opportunities through fun, engaging content. We truly believe that the Applaydu app’s augmented reality feature will bring the Natoons collection to life and further enhance the learning experience.

What is the main objective behind the Kinderjoy Natoons Metaverse Safari?

The ultimate objective is of course, learning. Kinder Joy’s Natoon Metaverse Safari is an initiative to educate kids and families about animals on account of World Animal’s Day. One way we’ve approached this is via the metaverse through VR headsets, but our main channel is Applaydu, where children can go to learn specifically for each toy, and this is under the parents supervision. The pandemic has been difficult for adults as well as kids. With this unique metaverse safari, we wanted to provide an innovative way to continue to help children experience and explore exciting themes.

What can children expect from it?

Children would get an all-new experience with the metaverse, wherein they would learn about animals in the most fun way. They could put on VR headsets and go on a Natoons Safari in the Metaverse and learn about animals in an exceptional way. The Metaverse Safari will showcase animals such as porcupines, whales, blue macaw, otter, tortoise, and many more in their natural habitat. Kids will also have an opportunity to take photos in the experience. We also have seen parents enjoying it as much as kids do.

What is the marketing strategy used for it? What is the distribution strategy for the same?

We have partnered with Kidzania and have set up our metaverse experience booths there. As KidZania has a unique concept of engaging with kids and making them learn by experience, we believe we share the same belief and wanted to do something exciting for kids and young parents to learn and experience.

What has been the brand’s communication strategy over the years? How does it aim to reach more customers and build lasting connections with children especially?

We’ve mostly been using all the mediums possible, these days digital has gained more relevance for sure. During Covid, we felt like we lost a bit of closeness that we had with our consumers as people were scared. So now we believe it is more important that we are able to pass the message, that Kinder Joy will continue to care about you and that we will always be there.

What is the YOY growth of Kinder Joy like?

YOY depends, as the main challenge at the beginning was to establish the brand and of distribution. But now, with time, it has become a more mature brand. After Covid, India is bouncing back and thus, the brand is also bouncing back. So, things are going pretty well. But again, we believe we’re still at the beginning of the journey.

What are the growth plans of Kinder Joy?

Kinder Joy wants to establish itself as a universal brand. All our offers speak to parents and kids. As India is a land of festivals, we want to be part of it too and thus, we integrate our brands with Indian traditions and make it a joyous occasion for the entire family to celebrate. We also have premium brands in Ferrero Rocher and our everyday gifting brand in “Ferrero Rocher Moments”.