Kinder Milk Slice brand mission is to support the parents that are involved in the emotional development of their kids by encouraging them to read stories together. Since screen time is more popular than story time, we needed to give parents an additional reason why for this activity.
Based on the insight that reading stories together with kids offers them important life lessons and helps them become the next generation of better adults, we created the Song of Good Stories.
In order to keep the consumers engaged for the full duration of the campaign, Kinder Milk Slice released a new weekly musical riddle about a children’s story related to a positive value. Parents would listen to the song with their kids, guess the book title together and discover the story on the campaign landing page. This way, parents would become a part of the campaign and share a moment of connection with their kids, while also making them curious about books and reading together.