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Kinder breaks Unwrap a Smile campaign

Italian confectionery company Ferrero has begun a Canadian advertising for its Kinder Surprise chocolate egg product to coincide with the 40th anniversary of the brand in this country. The campaign, called "Unwrap a Smile," was developed by Hill&Knowlton Strategies. The agency is managing public relations, media relations, social media activities, digital elements and creative production.

The campaign makes use of an interactive photo and video installation called the Kinder Smile Booth. When a consumer enters the booth, a mechanism will drop a Kinder Surprise egg into their hands and then take a photograph of their reaction. The images can be customized in the booth and then shared with others via email or social media services. The booth will be located in Toronto at the Eaton Centre shopping mall until Aug. 28, then at the Kids' Area of the Canadian National Exhibition from Aug. 30 to Sept. 1. This experiential component of the campaign is being managed by Black Chalk Marketing.

Pictures from the booth that are posted to Instagram or Twitter will appear on a digital billboard at Yonge-Dundas Square, as well as on six other billboards in the Greater Toronto Area. The campaign also includes geo-targeted mobile advertising and a Facebook application that allows users to create virtual photo strips. Social media advertising is also in use. Out-of-home and mobile media buying are being conducted by Touché.

In addition, the campaign will include an attempt to break the Guinness World Record for most people simultaneously unwrapping chocolate. The attempt will take place at the CNE on Aug. 30.

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