Agency: JWT | Author: 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...