Kinder Surprise to drive scary sales
Kinder Surprise is helping retailers benefit from the highly anticipated release of Disney-Pixar’s latest blockbuster, Monsters University. The prequel to the box office smash hit Monsters,Inc. is set to drive excitement for best seller, Kinder Surprise, when an on pack partnership goes live in May. Worth £26m, and popular all year round, Kinder Surprise is currently outperforming the kids confectionery category (+6.3) and is the perfect partner for Monsters University.
Released on 12 July, the film looks back at the relationship between Mike and Sulley during their days at the University of Fear, where they weren’t necessarily the best of friends. Monsters,Inc. was the second largest grossing Disney-Pixar film of all time, and the launch of Monsters University is set to be just as popular with families. One in five single Kinder Surprise eggs and one egg in each three-pack will feature an exclusive Monsters University toy including popular characters from the film, Mike and Sulley.
Levi Boorer, customer development director, Ferrero comments, “There is great synergy between Kinder Surprise and Monsters University as both brands inspire creative imaginations and quality time between parents and children. We encourage retailers to place the limited edition packs in prominent positions in-store to maximise sales and drive growth within the category. Kinder Surprise is an essential part of any confectionery display, and we are confident the release of Monsters University will drive further demand and attract new shoppers to the brand.”
Kinder Surprise is being supported with TV advertising throughout the year. The creative shows a mother and son enjoying the Kinder Surprise experience together as new toys explode out of the egg, with the strapline ‘Put some play in their day’.
Kinder Surprise is a key element in Ferrero’s ambitious growth strategy and so continues to invest heavily in the unique brand. A full support plan incorporating TV and PR is designed to drive further sales an increase penetration throughout the year.
