Kinder Chocolate recently released a new advertisement to promote its candy bars in the U.S. market. As part of the brand’s “Simply Wonderful” campaign, the ad features imaginative children reflecting on how its delectable chocolate is made.

Kinder: for kids, by kids

Titled “Cowboys,” the ad features a young girl spinning a tale of how cowboys help produce Kinder’s deliciously creamy chocolate by sourcing milk from “the happiest cows” and panning for chocolate down at “Choco Creek.” It is a refreshingly whimsical celebration of childhood, imagination, and of course, chocolate.

Kinder’s senior brand innovation manager, Mattia Ballauco, commented on the campaign,

“The idea behind the campaign was to [explain] the uniqueness and the simplicity of our recipe and our product through the kids’ imagination. For us, that is a product that has been created with kids in mind, so it’s important that kids hear a story directly from other kids.”

Increasing awareness in the U.S. market

As Kinder’s first U.S. marketing campaign, it’s fitting that the Simply Wonderful campaign features cowboys, an iconic symbol of the American West. Although Kinder Chocolate has been produced in Europe since 1968, it was only recently brought to the American market. Catherine Bertrac, senior vice president of marketing at Ferrero, Kinder’s parent company, stated in 2023 that growing its U.S. consumer base is one of the company’s main goals. Part of that initative involves increasing social media engagement. In addition to the “Cowboys” ad, the Simply Wonderful campaign also features “Wonderful Bites” shorts, unscripted short-form videos where children share their theories about the origins of the Kinder Chocolate bars. Mattia Ballauco commented,

“This was really spontaneous. There wasn’t any prompt, there was just imagination from them in front of the camera.”

View the ad for yourself:

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