Kinder Bueno is partnering with Toni&Guy to target females in their 20s who like to take ‘time out’ by pampering themselves at beauty salons.

The confectionery company will be distributing 486,000 samples through 270 Toni&Guy salons nationwide throughout October.

Customers in Toni&Guy salons will be offered a Kinder Bueno with their tea and coffee, as well as a sample to take away with them. The primary objective is to drive trial of Kinder Bueno with Toni&Guy’s client base, and position the brand as the perfect treat for relaxing in an indulgent environment, reinforcing the Kinder Bueno ‘A Little Bit Of What You Fancy’ campaign concept.

In addition to in-store sampling, two different advertising creatives will be screened on Toni&Guy.TV, the salon chain’s in-store TV station, with further support in the Autumn/Winter issue of Toni&Guy magazine, with a readership of 360,000

Kinder Bueno’s Carlotta Colkin comments, “We want to clearly position Bueno Kinder as the perfect handbag treat and gain a wider female customer-base. This sampling, combined with the in-salon advertising and our ongoing national advertising campaign, will keep the brand front of mind for our target female consumer.”