Nestle Kit Kat Chunky – Kit Kat Chunky Cookies & Cream: Kit Kat Chunga
Agency: JWT Sydney / RMG Connect Sydney
EXECUTIVE SUMMARY
Against the backdrop of a highly competitive and cluttered chocolate bar market, effectively launching Kit Kat Chunky Cookies and Cream with $500K seemed to be a significant challenge. A series of bold strategic decisions overcame this challenge; in an Australian FMCG first, Cookies and Cream was launched as a 100% digital campaign that aimed to build consumer connection over product news, leveraging synergy between media and creative in the social media environment. A consumer connection was undoubtedly...