Lately, I haven’t been posting in english but today seems like a good day for english, so here goes. I see there’s a great deal of interest on some people’s blog, about Kinder’s campaings. Mainly for the Bueno sub-brand. It seems that they change their way to communicate the brand. So, everybody asks if this new approach would be more efficient. I wonder if this change comes with a new positioning strategy. It is very clear for everybody that the old message it’s about friends who enjoy a good energizing desert. The new one it’s about more romantic, sensual feelings. One might think there’s a dramatic change in the product also. I tried it and … no change. Neither the packaging. Now I’ve read someplace that this spot it’s not so new and it was used in 2005 in other Easter Europe countries, such as the Czech Republic or Hungary. I guess it was time for a change also in Romania. (Do we have reasons to believe that romanian consumers are 2 years behind other easter Europe consumers? 🙂 ).
Why this dramatic change? Were sales going down? Did the consumer ask for a change? Acctually, I don’t know but i think there’s a simple answer. Kinder wants the Bueno out of the kids segment. Cristal clear! Other brands like Pingui, Joy, Milch Schnitte, or Happy Hippo have a good positioning in the kids segment. Bueno, Delice and Chocolate are not so well positioned so they need a new strategy. If you check out Kinder’s website you’ll find a very good description of the market segments but that’s it. No more communication needed?
Kinder promotes mainly three brands: Joy, Bueno and from time to time Pingui. What about the others? Is in-store advertising sufficient? Or maybe competition is not so aggresive on these markets? Hmm! I don’t think so. In exchange, I think that Kinder should communicate more the differences and less the brands. This will grant them acces to some markets that are controled by Nestle or Mars.
Maybe I’m wrong, but this is why I’m asking what do you think?