Kinder Bueno drops beats and treats in fresh sonic campaign

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Kinder Bueno is leaning into the power of music for its latest campaign in Singapore. "Sound breaks" invites consumers to tune into their taste buds and dial up the delight. It aims to strike a chord with music-loving snackers looking to add an extra layer of indulgence to their routines.

As part of the campaign, the Ferrero-owned brand is rolling out limited edition packs linked to six curated Spotify playlists - happy, energised, mindful, dreamy, inspired, and chill - each designed to match different moods. The move is part of a broader push to create a multi-sensorial snacking experience, pairing the brand’s signature hazelnut-filled chocolate wafer bars with tailored audio content.

Consumers can scan QR codes on specially marked packs to access the playlists, available from 1 to 31 May 2025 at major supermarkets including NTUC FairPrice, Sheng Siong, Cold Storage, and Giant.

Don't miss: Interview: How brands can go beyond simply creating a sonic identity

To sweeten the deal, the brand is launching a "scan, listen and win" contest. Consumers who upload their purchase receipts via the campaign site stand a chance to win premium audio gear.

“Some moments just resonate with the right music. Whether it's an upbeat track that gets you moving, a dreamy tune that tugs at your heartstrings, or a chill melody to unwind, music enhances every experience, just like how Kinder Bueno makes everyday moments better,” said Fabian Heymer, a representative at Kinder Bueno.

This isn't the first time the Ferrero Group has blended tunes and treats.

Earlier this year, the company unveiled a fun and bold sonic branding for its hazelnut spread, Nutella, as part of the group's World Nutella Day celebrations. The sonic branding, known as 'The sound of Nutella', was created in collaboration with creative music agency MassiveMusic who set out to capture the feeling of enjoyment and create a sound that is consistent for all Nutella products.

Other brands have also tapped into the power of music. In March this year, 7UP redefined the spicy food experience with the launch of its ‘7UP SpiceIt playlist’ in collaboration with Spotify.

Meanwhile, KFC Singapore added a new sonic seasoning to its original secret recipe of 11 herbs and spices in November last year, recreating the classic Jingle Bells song into a tune that is “scientifically proven” to elevate consumers’ dining experience.

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