• by Fern Siegel , March 20, 2024

Hazelnut candy bar Kinder Bueno thinks it has the wow factor.

Which is why its new campaign from Publicis, called "Wow," is experiential. Various people sample a Kinder Bueno and find the crispy, creamy chocolate bar exceeds expectations.

Or as the tagline puts it: "Life gets bueno."

Kinder is German for "children," bueno is Spanish for "good." The chocolate biscuit and wafer bar is made by Italian confectioner Ferrero.

Through April 30, the ad runs on Meta (Instagram and Facebook) and is a standard CBO on feed, stories, reels and Instagram Explore.

For those unfamiliar with the candy bar, the company invites people to share their reactions on Facebook, Instagram or X, tag @kinderbuenous and use #LifeGetsBueno.

"Through consumer research, we saw one word consistently shine through when people tasted Kinder Bueno for the first time: Wow! We had to capture those amazing reactions, which inspired us to create our latest campaign," Shalini Stansberry, vice president, marketing, Kinder Snacking, told Agency Daily.

"With our target audience consisting of older Gen Z and millennials looking to live a full life, our goal is to inspire them to become Kinder Bueno lovers and turn everyday, ordinary moments into something extraordinary.”

In February, Kinder Chocolate, a top-selling Kinder brand, was voted 2024 Product of the Year in the chocolate category. The national survey, chosen by 40,000 U.S. shoppers, was conducted by Kantar. The product arrived in the U.S. last fall.

Ferrero's product line also includes Butterfinger, Crunch and Famous Amos cookies.