Kit Kat: Break time. Anytime.

Kit Kat, an iconic chocolate brand, turned around declining sales with this US campaign, which drove the brand's existing positioning.

Kit Kat: Break time. Anytime.

Business Situation

In 2007, the Kit Kat brand was struggling with declining sales and share loss in a growing category. Over a several year period, the Kit Kat brand was losing core target consumer loyalty, purchase frequency, emotional connectivity and brand relevance in the category.

With the long-term viability of the brand at risk, the brand team turned to a robust consumer research and discovery plan as the foundation needed to effectively reinvigorate the Kit Katbrand. The lengthy process led to the development of the compelling and highly effective...

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