Kit Kat Chunky

Nestlé Canada drastically revamped its Kit Kat Chunky communications in order to appeal to male teens and give the brand a greater presence in the "big eat" chocolate bar subcategory.

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...

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