The Brief
KINDER® Canada, part of the well-known Italian confectionary company Ferrero SpA, wanted a sweet promotion to kick-off its “Unwrap a Smile” campaign and celebrate the company’s 40th anniversary.
The Solution
A Guinness World Records attempt immediately appealed to KINDER® PR agency Hill+Knowlton because record-breaking attempts are the ultimate way to celebrate a company’s anniversary with customers and increase brand awareness. The record to beat was the most people unwrapping candy simultaneously and KINDER® was up for the challenge. The record-breaking event was held at the Canadian National Exhibition and it brought hundreds of #kindersmiles to the fans that participated in unwrapping the yummy KINDER® SURPRISE® eggs.
"It’s an exciting time for KINDER®! We achieved the goal of breaking a GUINNESS WORLD RECORDS record and in doing so achieved our goal to unwrap hundreds of smiles."
