Kinder Chocolate has launched Kindernauts, an on-pack initiative across its entire range, intended to encourage kids to be creative.
Supported by £3.6m investment including a TV advert, the push hopes to encourage parents to “nurture their children’s creativity”, while a Kindernauts microsite features activities for adults and youngsters to get involved in.
To launch the initiative, Kinder is offering the chance to win personalised backpacks, which will run for 12 weeks until 7 December, with 100 winners each week. Each backpack will feature the child’s name, favourite colour and a badge with an icon of their ‘favourite adventure’.
“Kinder Chocolate has continued to experience strong growth within the kids’ confectionery category, with the trust, loyalty and love for the brand as strong as ever,” said Levi Boorer, customer development director at Ferrero.
“On-pack promotions have worked very well for the brand, with our previous promotion, ‘Watch them Grow Up’, attracting over 14,000 entries and 50,000 visits to the unique microsite. We expect the new giveaway to perform just as well.”
The Committee of Advertising Practice Code guidelines for marketing to children, states adverts for food and drink brands should not condone or encourage poor nutritional habits or an unhealthy lifestyle to anyone under 16 years old, or use promotional offers in an irresponsible way.
“We comply with, and go further than, the CAP guidelines on marketing to children. Kindernauts, like our products, is designed to meet the needs and interests of kids, but is only marketed to their parents. Parents can decide when it is appropriate to treat their children and can choose products that fit in with an overall balanced lifestyle,” said a Ferrero spokeswoman.