Bueno aimed to position itself alongside the well-known and frequently advertised mainstream chocolate bars that young adults regularly purchase. However, Bueno is priced higher than these options. The challenge was to keep Bueno feeling 'special' without relegating it to 'occasional' status.
We wanted to mirror their laid-back approach to choices that bring them joy and show that the brand shares this perspective. Instead of convincing them of Kinder Bueno's superiority, we aimed to popularise a mindset. 'Why be basic, when you can be Bueno?' This wasn't about looking down on others or their choices — basic can be brilliant — but about reminding them that sometimes, a little extra is just what you need.
