The big hyper/supermarket chains have a very conservative activation policy that leaves so little room for

We needed to be smart and efficient. It had to do more with a solution that would speak for itself that needing promo troops, stands, and other materials and actions.

The main objective was to reassure customers that Kinder was the first choice for the sweet presents parents offer their kids on Easter. There's a real in-store battle between confectionary brands this time of the year.

So we had to compliment the customers with something interesting and useful within the Easter context.

Yet they still had to buy Kinder for what the products stood for and not for some gadgety prize.

We kept it simple and created a premium paper crafted shopping bag to both be useful for carrying home the chocolate and to look perfect when offered as a present.

When empty the bag is in fact a lampshade for the kids’ room.

It can be easily turned into a lamp by using an installation from another domestic lamp or by winning the installation on the spot in-store.

A shopping bag that continues to long live and light at home.

We tempted the consumers with an innovative wrap for the chocolate that they would buy in order to offer it as present, making quite an impression without extra costs. The bag was the reward for 15 lei (aproximately 3 euros) worth Kinder products.

Everybody was fascinated and surprised by the paper crafted bag promotional object, perceiving it as more expensive than the purchased chocolate.

We created the opportunity for an interactive parent - kid experience.

The lampshade induced an above the average responsive rate of 24% in key accounts nationwide.

15.000 pcs. were produced and they were all sold out.