The new 30-second advertisement, “Why You Do It,” taps into the pivotal role that parents play in creating everyday surprises for their children. Featuring a catchy soundtrack and images of astonished faces, the commercial spotlights the little moments in children’s lives that grow to become meaningful memories.
To reinforce the message conveyed in “Why You Do It,” Kinder Joy partnered with E! News host Giuliana Rancic to write and direct an original short film with her son Duke. The film aired during “E! Live From the Red Carpet: Oscars 2019.” This custom content is part of Kinder Joy’s integrated partnership with NBCUniversal to create surround-sound buzz and excitement during the awards pre-show and awards season across E!, Playfull and Fandango.
“We are excited to return to the Academy Awards for a second year with a new spot that celebrates the essence of our brand,” said Noah Szporn, vice president of marketing, Kinder, North America. “Airing a commercial during the Oscars allows us to reach moms and dads in a meaningful way, celebrating their important role in creating everyday surprises for their kids that make a long-lasting impact. We believe that Kinder Joy can continue to play an important role in creating little moments between parents and children that mean a lot.”
Kinder Joy is part of the portfolio of brands by Ferrero USA Inc, the confectionery company known also for Ferrero Rocher, Tic Tac and Nutella: The Original Hazelnut Spread.
Kinder Joy first broke onto the U.S. confectionery scene in 2018, quickly winning over American consumers with its delicious creamy layers, chocolate-covered wafer bites and exciting surprise toy. It has quickly become a beloved treat and toy, earning the title of “2019 Product of the Year” within the Kids Novelty Snack category.