KitKat: Core

KitKat, a confectionery brand, launched a gamified, multilingual campaign in the Middle East to reclaim its association with taking a break.

Campaign details

Brand: KitKatAgency: AdColonyRegion: EMEA

Strategy

Objective

KitKat and "Break" have been inseparable for the past 62 years.

For the last few years, the chocolate category has witnessed a decline. In order to grow business and bring back excitement to the category, KitKat's focus shifted from equity and communicating its iconic 2-Finger & 4-Finger chocolate, to focusing on innovations: from raspberry to cheesecake to tiramisu. KitKat went all out, and it paid off. These exciting new flavors helped drive market share and business: short term gains.

However, this also allowed other brands to gain...

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