Ferrero – Kinder Surprise FY12/13Request for Proposal Issued: April 20, 2012

Kinder Surprise – Brand Overview

Brand Vision

○ Kinder Surprise is the #1 smart choice for mums to treat kids while delivering shared moments of joy any day

Brand Positioning Statement

○ Kinder Kids products truly celebrate the fact that Childhood is a treat. Delicious Kinder treats create shared moments of Joy between parents and Kids.

Consumer Insight: ○ Moms struggle between feeling the need to advance their children’s development, and just allowing their

children the freedom to live in the moment & play.

Communication Idea: ○ Have you played today?

Focus of Effort (Communication Initiatives) ○ Increase penetration by generating awareness & trail of new KS toys for girls○ Drive frequency/loyalty across KS range

Why Kinder?

Reason to believe○ Kids love the taste of KS, and find delight in the anticipation & ensuing surprise of the new more playful toys to

build and collect. Moms love the shares experience of building the toys, and are reassured by the innocence of the toys and the milk ingredients.

Current Consumer Relationship○ Kinder Surprise has been in Canada for 35 years○ Has highest unaided awareness of any brand in the category amongst moms as chocolate treat for kids

Desired consumer relationship with the brand○ THINK: Kinder is the brand specifically created to help kids and parents share moments of joy○ DO: Buy Kinder Surprise. “Like” our Facebook page. Become advocate of Kinder’s products quality and

enjoyment as the preferred, most frequent treats for their children.

Key Target Demo○ W25-49 with Kids <12

Single most compelling idea○ Kinder Surprise now also has toys for girls, creating shared moments of joy more frequently and

for more families

What Are We Looking For

1. A unique customized media opportunity that communicates Kinder Surprise is launching new toys for girls... - Drive in-Store or to Facebook

Elements Should Include○ Special unique executions○ Executions that will incorporate the buzz around the “toys for girls” ○ Mock-ups to share with client would be ideal

Timing : March ‘13/August’13

KS toys for girls launch – a major initiative that will increase share of shelf

Target Demo: ○ W25-49 with Kids<12○ Main Focus: Moms with girls.

Budget: ○ Please note there is no allocated budget for OOH, however the ideas will be considered for additional budget

options

Additional Notes & Next Steps

○ Kinder Surprise is taking part in the children’s advertising pledge whereby they have to keep their advertising impressions against children under 13 to less than 30%

○ Proposal due Date: Tuesday , April 24th EOD

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