The Kinder brand of the Ferrero group is one of the leading brands in the French sweet snacking market. The brand is present in seven segments of this market with nine strong and renowned sub brands.
The Kinder communication strategy has contributed to the brand's performance in France. But the evolution of media towards digital and the upheavals of consumption are challenges to be taken up, in a market with a strong advertising pressure. Moreover, Kinder was born from its sub brands: unlike its competitors it prioritizes sub brands in communication with specific ad creations, on top of the parent brand (masterbrand)'s TV ad. Is this articulation the most effective?
Students are asked to recommend Kinder's communication strategy for 2021-22, in terms of media plan and advertising creations. Specifically, they are asked to think about optimizing the brand's communication structure to generate more value, to make room for new sub brands, and to better articulate the communication between masterbrand and sub brands.