March 30, 2014

Product Design and Branding - Kinder Joy

I certainly have seen some really good product designs in the physical goods space, and of course with technology coming up big, mobiles and other devices are really popular when it comes to product design. But one product that has been a clear revelation for me is this chocolate product plus DIY toy for kids.


Was doing groceries when I spotted Kinder Joy! Costs Rs. 35 for one piece of egg in India but crazily popular among kids and I'm sure same is the case across the world. Now many advertisers and Marketers know how much of a rage this product is within its target group!  So I picked it up to do some product design and brand analysis. Here are some of my observations.Feel free to add your thoughts!  A lot of these might not even matter to the actual consumers (Kids), but would be intriguing for the decision makers. 

Branding: Branding right on top with an intrigue,  "With Surprise"  Standard,  intrigue and feeling of mystery inside my meal, which has worked wonders even when I was a kid. (lucky cards, sorat, scratch to win)
Enticement: Mystery and audience engagement continues inside with the ???  Marks all over and creating further curiosity.  On the other half of the egg, they only talk about the product, which only contains the egg white resembling cream with chocolate. Decluttered even from the audience thought process. If I want to find out what the surprise is, I'll forget about the other part, and choose to eat it later. Minimalistic and easy flow of consumer thought tapped into. 

Product Detailing: Simple,  visual representation of make your own Jerry the mouse. Now he mouse detailing is so much that you even have stickers for its ears, musical notes for his accordion and bright colors for his hat. 

Hook and Value for Money: Most kids obviously buy it for the toy. They don't care about what they eat, mostly I'm  guessing. At 35 bucks, parents won't mind it either as it's creative, small, engaging their kid, and most importantly its as if giving a simple affordable toy which educates/helps utilize their logical mind. Much like simplified Lego. 

Product Information: They've also mentioned warning for kids below 3 years at least in 2 places within product. Packaging design is so concise, small, accurate and yet contains value worth so much. Also the small leaflet contains instructions in many other languages, a QR code too, for parents if they want more info. 

Lastly, the overall satisfaction for kids is as good as a Happy meal toy, only more as, they  assembled it and they can keep collecting such toys. Great brand recall, customer reuse and repeat tactic. 

Great stuff from Design thinking perspective and also Marketing it well! What say? 

Srinivas has been a communications professional for over 10 years, and has been blogging since 2005. He has worked with the likes of Social Wavelength, now Mirum India, (A JWT Group Company) for four years and now Heads Learning and Development & Analytics at Social Kinnect: A Digital Marketing Agency in Mumbai. His passion for Advertising, Creativity, Social & Digital Marketing helps make a difference for the brands they work with. 

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