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Kinder
Schokolade, one of Germany’s
most famous brands is getting ready for a facelift…literally. For forty years, the chocolate brand has been
a sweet staple in countless kids’ diets while promising parents that the treat
would provide an extra portion of milk to their tots. Don’t laugh.
The brand has kept its promise steadfastly, despite
mounting public debates over healthy eating and childhood obesity. Last year, however, Kinder Schokolade tinkered
with the brand identity and changed the little boy’s face gracing the
package. Bad move. The brand suddenly had a major issue. Consumers felt the new boy looked arrogant
and nerdy, banning the long-time favorite from their pantries.
But the problem is about to be solved, thanks to German ingenuity
and precision. Kinder Schokolade’s brand
managers took a few cues from Dove, Jones Soda as well as from TV talent shows
such as Germany’s
Next Topmodel. Now, the package says: “Your
Face on Kinder Schokolade.”
So far so good, but instead of turning over control to
the consumer for real, Kinder Schokolade pre-selects the finalists with the
help of a random generator. Then
consumers may vote to determine the 10 winners, who will be featured on a
limited anniversary edition. I am sure
they will all look like mini-supermodels.
Seriously, Kinder
Schokolade’s effort is unfortunately no more than a PR stunt, instead of a
really smart move for the brand. Giving
up control is scary, facing a new era is too.
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