Campaign details

Brand: KitKat
Brand owner: Nestlé
Agency: UM
Country: Peru
Industries: Confectionery
Media channels: Competitions & contests, Events & experiential, Online video, Outdoor, out-of-home, Point-of-purchase, in-store, Programmatic display, Social media, Word of mouth, influencers
Budget: Up to 500k

Market background and context

Despite being globally recognised, chocolate bar brand KitKat did not enjoy the same status in Peru. The young Peruvian consumer perceived our brand as distant, as reflected in brand awareness of only 20% according to a brand health tracker (2018). In this context, KitKat decided to start a relaunch campaign: Take a break from the routine with KitKat.

The results exceeded expectations. We doubled market share and numeric distribution, and increased indicators of brand health.

Communications objectives