Nestlé: The effectiveness of surprise

This case study describes how Nestle UK made KitKat a digital brand by partnering with Google/Android, the latter naming its latest operating system Android KITKAT.

Nestlé: The effectiveness of surprise

JWT London

What were the objectives for the creative work?

Since 1937 KITKAT has been about the break. It is a powerful communications property that has carried the brand through decades that have seen enormous change in the world. The break has become synonymous with KITKAT.

For the majority the break has meant a time that we take to rest. To stop what we were doing. Maybe we would even have a cup of tea? And this was the world that KITKAT had become associated with over a long and successful history as an advertiser...

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