How Kinder Creamy is wooing moms with balance of fun and thoughtful choices

Kinder Creamy, the mini snack from Kinder, has launched its new campaign, “Yummy Approved by Mummy”, featuring actor Sameera Reddy and influencer Mira Rajput Kapoor. The brand’s latest film beautifully captures the balance of modern, playful parenting with thoughtful choices.

In an exclusive interaction with Adgully, Amedeo Aragona, Marketing Head, Kinder Products, delves into the inspiration behind the “Yummy Approved by Mummy” campaign, highlighting the brand’s unique approach to snacking. He elaborates on how Kinder Creamy, with its mini snack portion and high-quality ingredients, resonates with both children and parents. Aragona also shares the strategic reasoning behind choosing Sameera Reddy and Mira Rajput Kapoor as the perfect brand ambassadors, discussing their modern parenting styles that align seamlessly with the brand’s values and messaging.

What inspired the ‘Yummy Approved by Mummy’ campaign, and how does it align with Kinder Creamy’s brand values? What made Sameera Reddy and Mira Rajput Kapoor the ideal ambassadors for this campaign?

Before talking about the celebrities, I’ll take a step back and touch on the claim and insight behind “Yummy Approved by Mummy”, which I believe is a really powerful one. It reflects the core of Kinder’s promise and quality that we want to deliver to our consumers. Kinder Creamy is a product that is really yummy for kids, but at the same time, it reassures mothers. It is “approved by mummy” because of the high-quality ingredients we use and the small, controlled portions in our products. All in all, it’s a fantastic brand.

As for the celebrity endorsements, we chose Sameera Reddy and Mira Rajput Kapoor because they resonate with our audience. They are proud parents, and it’s easy for other mothers to relate to them. This is the reason we selected them.

Please tell us about the creative process behind this campaign, the agency involved, and the media mix used?

This time, we are using not only digital but also TV, as we wanted to penetrate further into the market and be more visible to our consumers. Of course, in terms of the media mix, we are putting much more effort and money into the digital side, as it is growing rapidly across various platforms.

We did work with an agency, but most of the work was done internally, especially in terms of concept creation, the aggression in storytelling, etc. So, it was largely an internal effort.

How does Kinder’s approach to parenting align with the brand’s philosophy, and how have consumer insights influenced the decision to collaborate with these celebrities?

Kinder doesn’t communicate directly to children, as we comply with the EU pledge. We communicate directly with mothers because they are the decision-makers when it comes to what their children consume.

Kinder Creamy is a product that aligns perfectly with this promise because it’s a mini snack made with high-quality milk as the main ingredient. It’s perfect for kids and assures mothers that they’re making the right choice.

The campaign highlights this with a little conflict: the child asks, “Can I have something that’s good for you or something that’s good for me?” And the answer is Kinder Creamy, the perfect balance for both. We wanted this message to resonate with our consumers and make them see themselves in the situation easily.

We also chose these two celebrities for localization – Sameera Reddy appeals more to the south of India, while Mira Kapoor represents the rest of the country. This helped make the campaign more locally relevant.

Since you’re targeting both kids and parents, how does Kinder Joy cater to health-conscious parents while ensuring a fun and enjoyable snacking experience?

Kinder Joy is a small product, only 20 grams of chocolate. We address the health-conscious aspect by focusing on portion control. The main ingredient is milk, and you can give your child just 20 grams of chocolate without worrying about overindulgence. It’s a perfect balance.

Given your extensive experience in product innovation, how do you see Kinder Joy’s product portfolio evolving in the Indian market?

In India, we have an R&D lab in our plant, where we carefully study the flavors and trends of Indian consumers. We’re exploring how we can combine the typical Kinder taste with Indian flavours. It’s still in the exploratory phase, but over time, you will see something new in the market.

Are there any new products, particularly for the Indian market, in the pipeline? Any flavours tailored specifically for Indian consumers?

I can’t give specific details about products, but in terms of flavours, we are exploring fruits, nuts, and local flavours like mango and papaya.

Are there any regional adaptations or localized strategies to better connect with the Indian audience?

We’re focusing more on flavours that can resonate with Indian consumers across the country, rather than targeting regional tastes for now. Taste preferences and habits do vary, but it’s a bit complicated to localise deeply at this stage of innovation. We’re starting by understanding which flavours work well nationwide, and later we may go deeper into local preferences.

What is the roadmap for Kinder products, and how do you plan to further strengthen the brand’s presence in India?

We plan to increase awareness of Kinder Creamy, leveraging celebrity endorsements. We also have a new product, Kinder Schoko Bon Crispy, which is performing well but still in its early stages. The initial focus will be on penetrating the market and building availability, followed by collaborations to boost awareness.

From a marketing perspective, are there any global trends you are considering adapting for the Indian market?

It’s not easy because India has a very deep culture and rich traditions. So, taking something from outside, globally, doesn’t always guarantee it will work in India.

However, take the example of Harry potter. It has been a great success in India, but it is also a concept we have used globally. The nostalgia effect and the strength of the IP and the license resonate not just in India, but also globally. More and more, we are trying to understand if what has been developed globally can also work in the Indian market.