A logistics issue that kept the client from placing POSMs in the big key accounts at the time was to be solved somehow by us when developing the small promo tag on the packaging, too.

A mission impossible given the space on the packaging and the guidelines.

Moreover, Kinder Bueno is withdrawn from the market during summer time and reintroduced in the fall. The absence causes a reduction of the market share and a lack of visibility.

Our task was to make Kinder Bueno as visible as possible at POS considering the above.

The campaign's tagline claimed that "A temptation never comes alone" and so we proved it with the media execution, too. We've tempted women.

We altered the classic shape of Cosmopolitan's September issue so it would look like an elegant handbag. A magnet for women whom we intrigued in order to convey the message loud and clear. Cosmo got purse handles.

Also the 3rd cover was in fact a red Kinder Bueno purse which provided the readers with the campaign's main details: website (100purses.ro=100dePosete.ro) and SMS no. Whomever would use the SMS no. printed on the purse's buckle texting a question or a blank SMS would get the info about the promotion.

The purse magazine made women look very chic when carrying it around, not to mention all the attention they would attract.

A success story elegantly written with creativity. Not only did we manage to regain the market share lost during its summer absence but we succeeded in gaining a +2% increase compared to the market share Kinder Bueno used to have before leaving the market for the summer. A lot of out of stock situations happened quite often.

The campaign orchestrated as a show brought value to the brand. It was that kind of campaign that couldn't go unnoticed and people talked about in the office or when going out with friends. Winners modelled the handbags for Kinder Bueno long after the promotion ended.