Kit Kat

KitKat, once the leading confectionary brand in Canada, had by 1999 dropped to number eight in the market.

Kit Kat

EXECUTIVE SUMMARY

Results Period: 2000 – 2003.

Start of Advertising/Communication Effort: March 2000.

Base Period: Historical comparisons.

This is the story of how a once #1 brand, fallen to #8, got back to the top. It was not an overnight effort. It required four years of hard work, learning and retooling.

1999 was a watershed year for Kit Kat as it dropped to its lowest share ranking in decades, at #8 in the highly competitive confectionery category.

The turnaround needed a two-pronged strategy. First, Nestlé had to reinvest in advertising. Second, Kit Kat needed a...

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