KitKat: Break in case of life's little emergencies

Nestlé-owned chocolate bar brand KitKat re-vamped its packaging to reverse declining sales in the Philippines.

Campaign details

Brand: KitKatBrand owner: NestléLead agency: McCann Worldgroup PhilippinesCountry: PhilippinesIndustries: ConfectioneryMedia channels: Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-storeBudget: Up to 500k

Executive summary

How does a small chocolate bar win against a new wave of bigger, sweeter break-time treats? Not by thinking big, but by thinking small.

KitKat used to own break time. But against bigger, sweeter treats, suddenly KitKat seemed small and inadequate. Sales were dropping and by 2017 reached an alarming double-digit decline.

The only way to survive was to go where the...

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