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...