Kinder Joy takes PH by surprise
Kinder Joy, a chocolate brand owned by the international chocolate and confectionary player, Ferrero, has finally arrived in the Philippines. A unique novelty product, the egg-shaped Kinder Joy consists of both a chocolate and a toy, and has been specially developed for children aged 3 to 12 years.
What really differentiates the brand from its competitors is the element of surprise—each Kinder Joy egg contains a different toy, so kids never know which one they’re going to get. What’s more, the range of toys is continually changed to maintain the novelty effect, with the launch of 40 new toys each year, as well as a range of special festive products through the year.
Kinder Joy is introduced in the country with a teaser campaign across TV, print, outdoor and radio, promising that a “big surprise” was about to land in the Philippines.
Finally, the launch event took place at the SM Mall of Asia in Manila last weekend, where kids and their parents alike were delighted by the reveal of a giant, 24 foot mascot, introducing the brand’s mascot, Kinderino.
The highlight of the event was the staging of a children’s musical and play titled The Land of Surprises featuring local Filipino child artists and dancers, magicians, balloon artists, acrobats and jugglers.
It showed the sheer joy that children derive from small surprises. The hero of the launch, however, was undoubtedly the mascot, Kinderino, as children of all ages flocked to him in delight.
“We’re absolutely delighted to bring Kinder Joy to children in the Philippines. Rich in milk, the chocolate has been created especially for children and the toys have been designed to stimulate their development, with their utmost safety in mind. As the market with the second highest population of children in South-East Asia, we have great aspirations for Kinder Joy in the Philippines and will be investing heavily to share with Filipino mums and kids the benefits and joy that are inherent to the brand,” Leonardo Perrone, marketing director of Ferrero for Southeast Asia, said at the launch.
Kinder Joy is now available at leading hyper and supermarkets, convenience and drugstores nationwide.