Kinder Bueno Days

The focal point of the relaunch of kinder bueno was the transformation and emotionalising of the brand. A new experience format called “Bueno Days” was developed in order to provide an experience of the new “bueno feeling” and create true “bueno moments”. The aim was to raise awareness of the brand, to forge a deeper emotional connection to the brand and, in particular, to appeal to generation Z through community activation and media reach.

kinder bueno stands for a positive mindset and making every moment special. The idea was to make it possible to experience this brand philosophy with the “Piazza Bueno”. The pop-up setting over three days in summer 2024, inspired by a Mediterranean lifestyle, invited visitors to the interior courtyard of the former main telegraph office on the Berlin museum island. An interactive exploratory journey through the world of kinder bueno awaited visitors, spanning around 500 square metres. A bueno fountain stood at the centre, with four experience areas grouped around it.

The new digital brand presence, iconic design elements and the typical bueno form language flowed together into a lively market square that appealed to all the senses. Guests were able to try out exclusive bueno gourmet creations, win limited editions of fan articles, capture #BuenoMoments at photo stations and enjoy the Mediterranean atmosphere with live music. The event format had around 8000 onsite visitors. Social media posts successfully shared the new bueno feeling with the online community.