K - L: Kit Kat

 

KitKat, once the leading confectionary brand in Canada, had by 1999 dropped to number eight in the market. To turn the brand around, Nestle re-invested in advertising and launched KitKat Chunky – a bi ...

The authors of this paper review the weaknesses of traditional econometric tracking in the area of marketing communications. The introduce a cognitive tracking technique which they assert improves the ...

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. Research (des ...

In this in interview Andrew Harrison, Kit Kat's Director of Marketing, reminds readers that the product which made its debut in the 1930s. He sees the application of innovation as the reason for longe ...

Campaign in 1998-1999 by J Walter Thompson for Kit Kat (Nestlé Rowntree). Brief history of previous advertising for the brand. Sales and penetration were declining. New TV campaign with 5 executions, ...

Nestlé's aim was to gain market share by making Kit Kat one of the leading chocolate bars. The 'Boxers' project was developed for television and used humour to emphasise the 'break' element of the bar ...