Marketing to generation Alpha

The cohort is more cognizant than previous generations of the environment and the negative effects of technology. When marketers at chocolate-maker Ferrero wanted to promote Kinder Joy egg-shaped chocolates around Easter, they partnered with Allionce Group, an agency that specializes in marketing in family-friendly venues like zoos, aquariums, and science museums.
The resulting campaign was “ EGGstravaganza,” a program that included Easter egg hunts, scavenger hunts, and other branded activities at 30 sites across the country. “The campaign was a huge success, not only proven by the great attendance that all events had but by the positive sentiment of consumers toward Kinder Joy and the egg hunts,” says Felipe Riera Michelotti, VP of snacks portfolio development and Ferrero mainstream chocolate innovation at ANA member Ferrero USA. “As a brand, we want Kinder Joy to be part of family traditions, and 80 percent of consumers told us they would include Kinder Joy in their next year’s egg hunts.”