Breaking the mould: An innovative way to measure the combined sales and brand response to Kit Kat advertising

Paul Ward, Rob Valsler, Chris Chumun and Ed Jones

The purpose of this study was to bring Kantar Worldpanel and Millward Brown together with Nestlé, to use their approaches to uncover new truths about how advertising works.

Breaking the mould: An innovative way to measure the combined sales and brand response to Kit Kat advertising

Paul Ward, Rob Valsler, Chris Chumun and Ed Jones

Campaign details

Brand owner: NestléAgency: Millward Brown, Kantar WorldpanelBrand: Kit KatCountry:UKChannels used:Internet - display, Internet - general, Point-of-purchase, in-store media, Sales promotion, Television

Executive summary

The purpose of this study was to bring together two of the leading agencies in assessing advertising effectiveness, Kantar Worldpanel and Millward Brown, together with a leading brand owner. Nestlé,and to use their approaches to uncover new truths about...

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