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Ferrero Canada promotes indulgence in new campaign

Toronto-based candy maker Ferrero Canada has begun a new multimedia campaign promoting its Kinder Bueno chocolate bar. The campaign, which is aimed primarily at women, encourages viewers to "raise the bar for indulgence." The television commercial that broke this week depicts various women indulging themselves in various ways such as long spa visits and shopping trips. The campaign was developed by John St. of Toronto. "Women love to indulge themselves without guilt and without reservation," says Mark Wakefield, marketing vice-president at Ferrero Canada. "We wanted this to be an unconditional celebration of indulgence and how good it feels. When the agency presented us with this campaign, the women in the room started talking about how they take pictures of their new shoes and send them to friends; how the purchase of a designer bag warrants a 'bag announcement.' Everyone started getting really excited just talking about it. I realized at that moment that we had something big here." The campaign also includes an in-store contest called "Look like a Star," the winner of which will receive a makeover, a new wardrobe and a trip to New York Fashion Week. An online component will encourage women to send electronic greeting cards congratulating their friends on indulging themselves. In addition, OgilvyAction will conduct a sampling program in support of the campaign. Media buying was handled by Mindshare. Harbinger Communications is conducting public relations, including media events in Toronto and Montreal.

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