Kinder Joy’s nostalgia marketing dilemma: the Harry Potter campaign in India

Learning outcomes The learning outcomes are as follows: Case overview/synopsis Ferrero India, the maker of Kinder Joy, faces a strategic dilemma after the Kinder Joy × Harry Potter nostalgia marketing campaign achieved unprecedented success. Traditionally marketed to children, Kinder Joy encountered growth challenges due to declining birth rates, rising health concerns and increased regulatory scrutiny on high-sugar products. To sustain growth, Ferrero launched a limited-edition Harry Potter collection, targeting millennials and Gen Z through nostalgia marketing, digital engagement and influencer-driven promotions. The campaign led to a 45% surge in sales, expanded the consumer base and boosted brand engagement. Now, Ferrero India must decide: Complexity academic level This case is suitable for MBA and executive education courses in Marketing Strategy, Brand Management, Consumer Behaviour and Digital Marketing. It can also be used in entrepreneurship and business strategy programs focusing on market expansion and competitive positioning. Supplementary materials Teaching notes, consumer sentiment data, sales performance analysis. Subject code CS8: Marketing.