Kinder Puts Kids in Charge in ‘Simply Wonderful’ Campaign from Anomaly

Kinder Chocolate is betting on imagination to sell its sweet simplicity.

For its first major U.S. campaign since launching stateside in 2023, the snack brand has unveiled its newest brand platform “Simply Wonderful." 

Made together with agency Anomaly, it highlights how something as basic as a chocolate treat can inspire everyday magic, especially in the hands of children.

“At Kinder Chocolate, we believe that something wonderfully extraordinary can come from something remarkably simple,” said Catherine Bertrac, SVP of Marketing at Ferrero Mainstream Chocolate.

 

 

 

 

 

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A post shared by Kinder U.S. (@kinderus)

Bertrac also emphasized that the two main ingredients, smooth milk chocolate and creamy milky filling, are enough to create a "magical experience" without over-the-top additions.

"It's not about complicated recipes or endless options — it's about making space for wonder through simplicity," Bertrac added. 

Instead of celebrity voices or big-budget animations, the campaign centers on real kids sharing why they love Kinder Chocolate.

It leads with a short film where children explain, in their own words, what makes the treat special.

The result is funny, heartwarming, and full of the spontaneous storytelling only a kid could come up with.

Real Kids, Real Magic

The “Cowboys” hero spot features a group of kids narrating their imaginative adventures sparked by a bite of Kinder Chocolate.

To them, what makes Kinder so good are "cowboys on horses."

Viewers are then treated to a dreamy imagination sequence, where these very cowboys gather creamy filling from the nicest cows.

After this, they head to the "Choco Creek," where they extract the ingredients for Kinder from a flow of delicious chocolate.

"Eureka!" one cowboy shouts.  

The kids' genuine delivery adds charm to the spot, letting viewers experience the product from a child’s perspective.

Also rolling out across social platforms is a companion series called “Wonderful Bites,” which follows a similar format.

Here, kids candidly tell their stories about their Kinder moments.

Alongside the films, the campaign also introduces a fresh packaging system with free trivia cards.

It mirrors the brand’s ingredient story: nothing complicated, just clear design and joyful energy.

Kinder Chocolate is now available in single bars, share packs, and mini sizes at retailers across the U.S.

A new snack-size lay-down bag will also hit shelves just in time for Halloween.

Our Take: Does Imagination Sell?

What I like about “Simply Wonderful” is how it shows that brand storytelling needs to be truthful in order to work.

You don't need a high-concept hook or a grand and complicated theme to reel in the consumer.

Sometimes, simpler is indeed more wonderful. 

 

 

 

 

 

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A post shared by Kinder U.S. (@kinderus)

By letting kids do the talking, Kinder leans into authenticity as a tool for brand positioning. 

And it works.

This approach reminds us that wonder starts with keeping things relatable and honest.

In other news, Suavecito launched a wacky and comedic campaign to kick off its Walmart and Target debut.