Nestlé Kitkat: Ada Break Fast, Ada Kitkat

Kitkat, a confectionery brand, increased its popularity amongst Indonesian youth during Ramadan with its Ada Breakfast, Ada Kitkat campaign which targeted ads on apps and online during the time when they would break their fast.

Campaign details

Brand: Clear (shampoo) Brand owner: Unilever Entrant company: DentsuIdea creation: Mindshare Ho Chi Minh City Market: Vietnam Sector: Hair care Budget: 1 - 3 million

Executive summary

Ramadhan is the most cluttered period in the Indonesian market. Every brand tries to outshout its competition to gain consumers' consideration.

For a brand with a small budget like Kitkat, it was not possible to win the war of share of voice (SOV). Instead, we decided to directly attack the consumer's share of wallet (SOW).


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