After two years of work and research, Kinder Surprise was launched on the market in 1976. Each chocolate egg has 20 grams and 111 calories, in order not to exceed the recommended caloric intake for children. Furthermore, the surprise that comes inside the product is an accepted and sought-after incentive among small consumers. Today, Kinder Surprise is the fourth best-selling brand of Grupo Ferreroafter Nutella, Kinder Delice Y Ferrero Rocher.
Cornero assures that for this brand in its portfolio they have more than 80 different surprises each year in Mexico, and in the world there are more than 300. Among them is the minions franchisea series of different buildable figures where consumers can find a minion driver, a flight attendant version, an expert in martial arts, and even in a meditation pose, diving, surfing, and a long etcetera.
By NOM 051, which regulates the front labeling that prepackaged foods must have and marketed in the national territory, Kinder eggs do not show the license on the packaging; however, they do resort to material at the point of sale to explain what license it is, and in the case of Minions, the packaging has decorations in yellow. According to Cornero, the strategy of use of licenses has allowed it to have 92% of the market in this particular segment.
Sales Potential
But the Minions don’t just hide in eggs. Kindergarten from Ferrero, but were also part of a banana-flavored version in the lozenges TIC Tac they are from the same group. Currently they have become one of the favorite characters of both children and adults.
His multiple personalities, awkwardness, and manner of speaking have captivated viewers, so it’s not uncommon for the potential for cross-selling (or merchandise) is high, as they can be found in countless items ranging from backpacks, clothing and toys to cleaning and hygiene products.
For Mario Alberto Nava, marketing specialist and professor at the Banking and Commercial School (EBC), the Minions are the perfect example of a good marketing strategy. “They have a simple design, with close communication; Although they do not speak, they do make themselves understood in a fun and ingenious way that manages to hook the audience. And in marketing, Sometimes, less is more”.
For the expert, the attraction for brands is in the positioning. Consumers, he says, seek memorable experiences from their favorite brandsas well as having tangible products that make them remember these good times.
Hence the launch of limited edition or promotional items that become aspirational and even more so with the premiere of one of the films in the saga. In the context of the film’s premiere Minions 2: A Villain is Bornstands out the palomera that they sold cinepolis Y Cinemex at 549 pesos, in addition to three stuffed animals at 210 pesos each, and collectible glasses of different sizes and designs at 279 and 169 pesos, depending on the package.
“It is a very effective strategy, as long as the acquired license is very well positioned. With the Minions we see that the branduntil a certain pointbecomes more powerful than the movie per se, and for this reason it boosts the sales of other brands that rise to the fame of these yellow characters”, he explains.
As for the price, Nava assures that it can take second place in the purchase decision, since fans, above all, tend to buy promotional or allegorical items from a license on impulse and emotion.