Campaign details

Brand: KitKat
Brand owner: Nestlé
Lead agency: McCann Worldgroup Philippines
Country: Philippines
Industries: Confectionery
Media channels: Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store
Budget: Up to 500k

Executive summary

How does a small chocolate bar win against a new wave of bigger, sweeter break-time treats? Not by thinking big, but by thinking small.

KitKat used to own break time. But against bigger, sweeter treats, suddenly KitKat seemed small and inadequate. Sales were dropping and by 2017 reached an alarming double-digit decline.

The only way to survive was to go where the big players couldn't: deliberately go small, focusing specifically on smaller occasions and smaller retail outlets, where the competition would just be too big, too sweet and too much.