Kit-Kat: 72 different break types

Alice-Lee Havill and Kat Coelho

Campaign Details

Brand: Kit-Kat
Brand Owner: Nestlé
Lead Agency: Vivaki
Contributing agencies: JWT
Country: UK
Industry: Confectionery
Channels used: Content marketing, Email marketing, Events & experiential, Mobile & apps, Online display, Online video, Search, Social media, Television, Television - direct response, Websites & microsites
Budget: 1 - 3 million

Executive summary

Kit-Kat has been synonymous with the idea of taking a break for over 75 years. The chocolate bar and the behaviour are well-established as natural companions. However, in recent years, Kit-Kat had experienced a decline in key brand image attributes, specifically "Perfect for a Break".