Kit Kat Chunky
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 consumption [Footnote 1]. "Big eat" bars like Oh! Henry, Mars and Snickers had been fishing in this pool successfully – it was time for Kit Kat to target teens with a product suited to their big appetite. Plus, when the bar launched in the U.K. market in 1999 with the tagline "Have a BIG break!" it was extremely successful, sourcing much of its share from competitive "big eat" bars and growing to roughly the same size as Mars bar [Footnote 2]. With the U.K. market as a model, Kit Kat Chunky was the opportunity to establish Kit Kat with the most important segment in the confectionery category.