Kinder's birthday

The brand Kinder celebrate its thirty years of existence through an online campaign. This viral operation lays on the axis of the "smile" and the symbolic signature on the produced packaging: the smiling angelic face of the small fair-haired man.

The principal question is the credibility of a ferro's brand (Kinder) on this subject (the smile) because this creative positionwas already occupied by the dental brands such as ...


Kinder set up a game around a participate process : a competition photo. Moroever, the aim of this game for the target is to voting for " the most beautiful smile " and so allowing the winner to be the new effigy of the mark on products.

Finally, this campaign isn't original in the subject but this type of process permite to create a buzz and a visibility.