Oh yes… Kinder Surprise – one of the main attributes of 90-s generation, in my opinion. Actually recently I recalled my childhood and understood that a considerable part of my memory is occupied with my favourite sweets and related nice stuff I enjoyed. The impact of brands we were exposed in our childhood is huge and continues influencing our decisions ever when we are adults…
This product for introduced in Germany in 1974 and then became very popular not only in Germany, but all over the world. According to Ferrero.com, ‘Since its launch, nearly 30 billion eggs have been sold all over the world with more than 8,000 different surprises!’.
The idea of a chocolate egg with a capsule and a toy inside it is so genius and simple at the same time. From my point of view, it’s not very obvious, but the main reason of Kinder Surprise’s success consists in the shape of this product. Of course, the first assumption: this particular form tells us that the item is not empty, there is something inside it, because it is associated with a real bird egg (or other types of eggs). The next idea is at the more philosophical level: in most cultures an egg is considered to be the symbol of life cycle, fertility, rebirth, nature and our planet.
But let’s turn back to our down-to-earth issues. I’m going to discuss Kinder Surprise using the tool which is broadly-know within marketers – Customer-Based Brand Equity Pyramid (Keller, 1993).
The first step is identification who you are as a brand. The salience for Kinder is a combination of fun & real jam. The next step performed in blocks ‘performance’ and ‘imagery’ is describing what you are, what are your meanings. For Kinder performance consists in several characteristics: high quality milk chocolate (black on the surface & white inside), small toys that ‘are designed and developed with safety in mind, rigorously observing international regulations as well as extra safety criteria voluntarily adopted by the Ferrero Group’, suitable as a present both on a special occasions or without any occasion. Imagery for Kinder may be the following: friendly, funny, ‘mini Christmas’ on an ordinary day, may be perceived as a reward. The third step is answering a question ‘what are you?’. This question is covered by blocks ‘judgements” and ‘feelings’. With regard to Kidder Surprise judgements might be hight quality and credibility. In terms of feelings, we may say that Kinder is all about joy, warmth and…surprise. The final stage is to identify ‘resonance’ block – specific relationships being built between consumers and the brand. Concerning Kinder Surprise, these relationships are very firm and may be specified with such characteristics as loyalty, attachment, community and engagement. This is a top of the pyramid so every aspect of a particular brand finally must work on this top, because establishing strong relations with a brand in the most important aim of all marketing activities around a brand!
What about you? Are you still attached to Kinder eggs?
Keller, K.L. (1993). Conceptualising, measuring and managing customer-based brand equity. Journal of Marketing. 57(1), 1-22 p.