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CONFIDENTIAL
The Launch
New Product
Developments
(NPD) were
Worth
€12.5m
NPD Sales
were up
250%
Ice Cream
Delivered an
ADDITIONAL
€21M
Source: The Nielsen Company , In home & OOH ice cream MAT December 2018
Innovation and Excitement is Key for the Ice Cream Category
What is our Ice Cream Firework for 2019?
Introducing….
CONFIDENTIAL
KINDER BET TEMPLATE – PAGE 6
CONFIDENTIAL
Born in Confectionary …
Kinder is the #2 Top Confectionary Brand in IRELAND*
Source: The Nielsen Company, Top 100 Brands Checkout 2018
BAKERY
CHILLED
CHOCOLATE CONFECTIONARY
KINDER BET TEMPLATE – PAGE 7
CONFIDENTIAL
Two Brands
for Two Target Audiences
Seek a
Family
Connection
Conscientio
us Mums
Big on
Brands
Excitement
Looking for
a light
Hearted
Moment
Chocolate
Pleasure
Seekers
Prioritise
Family
Values Nostalgia
Over 1.5
millionNearly 1
Million
KINDER BET TEMPLATE – PAGE 8
CONFIDENTIAL8
When Launching Kinder Ice Cream –
We Wanted to Create Maximum Awareness Early in the Season
KINDER BET TEMPLATE – PAGE 9
CONFIDENTIAL
CONFIDENTIAL
Ambassadors Doireann Garrihy
Kinder Bueno Ice Cream
Create Awareness
Reach:
848,209
KINDER BET TEMPLATE – PAGE 10
CONFIDENTIAL
Create Awareness
Ambassadors
CONFIDENTIAL
Baz Ashmawy
Kinder Ice Cream
Reach:
266,806
KINDER BET TEMPLATE – PAGE 11
CONFIDENTIAL
CONFIDENTIAL
Personalised Drops
Rosie Connolly
274K Followers Today FM Facebook
539K Followers Darren Kennedy
48.9K Followers
1.4Million Social
Media Reach
Create Awareness
KINDER BET TEMPLATE – PAGE 12
CONFIDENTIAL
Kinder Went Viral
CONFIDENTIAL
2.25Million Media
Reach
Create Awareness
KINDER BET TEMPLATE – PAGE 13
CONFIDENTIAL
Retailers Nationwide got on Board!
CONFIDENTIALCreate Awareness
KINDER BET TEMPLATE – PAGE 14
CONFIDENTIAL
Bringing Kinder to Life in the Grocery and
Convenience Channel Through Distribution
Create Awareness
• No promotions
• Strong Distribution
After 5 Weeks in
Market we Achieved
80% Distribution on the
Kinder Cone and
Sandwich in IH
Source: The Nielsen Company, 2019
KINDER BET TEMPLATE – PAGE 15
CONFIDENTIAL
Targeting Consumers in Different Channels
Strong Visibility is Key
After 7 Weeks in
Market we Achieved
90% Distribution on the
Cone in OOH
Source: The Nielsen Company, 2019
Create Awareness
KINDER BET TEMPLATE – PAGE 16
CONFIDENTIAL
Creating Awareness Isn’t Enough
We then Needed to Accelerate Demand
KINDER BET TEMPLATE – PAGE 17
CONFIDENTIAL
Accelerate Demand
Path to Purchase Media
Outdoor Visibility Around
Point of SaleVisibility in
Shopping Centres
KINDER BET TEMPLATE – PAGE 18
CONFIDENTIAL
Driving Trial and Purchase Through SamplingAccelerate Demand
KINDER BET TEMPLATE – PAGE 19
CONFIDENTIAL
Kinder Launch Plan – Summary
CONFIDENTIAL
March
April
May
June
July
August
September October
November
Create
AwarenessPre Ice Cream
Season
Accelerate
DEMAND
During Ice Cream
Season
Continue to
Drive DemandOutside of Ice
Cream Season
KINDER BET TEMPLATE – PAGE 20
CONFIDENTIAL
Continue to Drive
DemandExtending the Season
KINDER BET TEMPLATE – PAGE 21
CONFIDENTIAL
Continue to Drive
DemandFashion and Ice Cream??
Page Following:
Over 3 million Page Following:
Over 2 million
KINDER BET TEMPLATE – PAGE 22
CONFIDENTIAL
The Good Stuff
CONFIDENTIAL
*Combined In Home and Out of Home Ice Cream, Total Scantrack data (excl. Dunnes and Discounters)** #2 Brand in terms of Units ShareSource: The Nielsen Company, Total Scantrack data (excl. Dunnes and Discounters), data to 11th August 2019
€2.7mRSV (26 Weeks in
Market)
8%*Share of Total Ice
Cream after 6 Weeks in
Market
26%Share of Total Ice
Cream NPD
#2**Brand in Convenience
in First 8 weeks
90%Weighted Distribution
of Kinder cone in First
8 weeks
CONFIDENTIAL
Source Nielsen, New Product development launches within Grocery, Confectionery, Bakery and Frozen - brand launches new to a category Total market including discounters (August 11th 2019).
Kinder Ice Cream is the Number One NPD in
Value Sales for 2019 Across All Grocery Categories
KINDER BET TEMPLATE – PAGE 24
CONFIDENTIAL
Top Tip: Believe in Your Brand
Demand
Distribution
Results
Hype
Excitement
CONFIDENTIAL
Thank You
