Kinder aims to unwrap smiles with new campaign

Photos to capture a moment of sweet surprise for kids and parents

Kinder Canada is celebrating it 40th anniversary with “Unwrap a Smile,” a campaign encouraging consumers to share their smiles through photo and video experiences across the country.

Developed in partnership with Hill + Knowlton and Black Chalk Marketing, campaign elements include experiential, PR, social, out-of-home, and digital executions.

The cornerstone of the campaign is a custom-built, eight-foot-tall interactive photo/video “Kinder Smile Booth” locating at the Toronto Eaton Centre until Aug. 28 before moving to the CNE Kids’ Area on August 30, 31 and September 1.

As their photos are taken, a Kinder Surprise egg drops into the hands of consumers and the moment of surprise is captured in a customizable photo strip, which can be shared online with the #kindersmiles tag.

“It’s really a moment that’s shared between a child and a parent because it’s something that you do together,” said Shoshana Price, group brand manager at Kinder Canada. “You get to have that moment of play… It really does link seamlessly to the product, and as a marketer that doesn’t always happen. So this is such a natural fit because you’re literally unwrapping smiles.”

“Unwrap a Smile” extends across Canada digitally via a “Smile Booth” application on Facebook, which enables users to create a virtual photo strip that can be shared using #kindersmiles. Kinder will communicate highlights throughout the campaign to its online followers via promoted posts, along with Twitter and Facebook ads.

In addition, photos shared on Instagram or Twitter will appear on digital billboards in high-traffic areas of Toronto. The brand is also employing push messaging using geo-fencing technology that serves banner ads to people nearby.

Kinder also has its sights set on breaking the Guinness World Record for the most people unwrapping chocolate at the same time. That event will take place at the CNE on August 30.

Kinder worked with Hill + Knowlton on creative, public and media relations, social influencer components, and digital channels. Touché is responsible for the media buy and co-ordinating the digital billboards, while Black Chalk Marketing is handling experiential activation at the Eaton Centre and CNE.

“Unwrap a Smile” launched Aug. 17, and will be a year-long campaign for the brand, with more elements rolling out in the coming months.

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