Kit Kat - Painting the Statue Pink

Describes how Kit Kat, having built its leading brand position over many years with the `have a break' slogan, found reasons to worry that this famous phrase was no longer being noticed.
Agency: JWTAuthor: Fern Miller

Kit Kat – Painting the Statue Pink

PAINTING THE STATUE PINK

This case is about a long running campaign. On the face of it, things were rolling along very happily but on closer analysis the brand showed early signs that it was losing relevance with consumers and that communication wasn't helping as much as it could.

The brand had become like a famous statue that you cease to notice until the day someone covers it with pink paint – Kit Kat needed to re-examine its core property of 'breaks'.

By observing what a...

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