How KitKat 'won the internet'

This case study explains how KitKat, the confectionery brand, moved into global digital marketing to take ownership of 'modern breaks', building on its long-standing 'breaks' positioning whilst recognising changes in what breaks mean to people.

How KitKat 'won the internet'

Principal author: Orlando Hooper-Greenhill, JWTContributing authors: Mobbie Nazir and Bernard Chudy, JWT and Millward Brown

1. Introduction

This paper is about how KITKAT has reinvented itself for the digital age. An age where the influence of technology has not just changed the way brands need to communicate, but has changed the very nature of breaks themselves.

We will look at how KITKAT became effective in social media using a combination of rigour, organization and bravery. In doing so, we explore how building a strong presence on social platforms, particularly Facebook, can be...

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