The brand will launch the Bueno Lounge at the Vodafone Fashion Weekend event (20 – 23 September) where visitors will be able to sample the chocolate bars as well as receive a massage.
It is hoped the experiential push will reach the majority of the 20,000 visitors expected to attend the catwalk shows this weekend.
Kinder Bueno also sponsored London Fashion Week for the first time earlier this month. Brands not normally associated with fashion are increasingly using London Fashion Week and the events around it to target younger consumers.
The tie-up will be followed by an on pack promotion, offering consumers the chance to win prizes from high street clothing brands every day for sixty days from 1 October. Consumers can enter the competition through Kinder Bueno’s Facebook page or on the brand’s fashion website.
The promotion looks to build on the brand’s ‘Indulgence, lightly done’ summer campaign, which the brand claims boosted sales by 47 per cent.
Earlier this year Ferrero launched the first stand-alone campaign for its Kinder Chocolate range in a bid to wrestle market share from Cadbury and Mars in the children’s confectionery category.