Kit Kat Chunky
JWT
Section I — Basic information
Business Results Period (Consecutive Months): | January 2010 -January 2011 |
Start of Advertising/Communication Effort: | May 17, 2010. |
Base Period as a Benchmark: | Calendar 2009. |
Section II — Situation analysis
a) Overall Assessment
Kit Kat Chunky was launched in Canada in 2000 to regain the interest of lapsed Kit Kat 4-finger users and expand the franchise to include teens. Viewed as an adult brand, Kit Kat was not regarded as being particularly contemporary and was missing out completely on the teen segment – a demographic that accounts for over 25% of Canadian confectionery...