Nestlé Confectionery’s flagship brand KitKat has launched over 400 limited edition packs as, for the first time in the brand’s history, the brand name will be replaced on the front of pack with one of 72 different types of break. The initiative is part of the brand’s groundbreaking new ‘Celebrate the Breaks’ marketing campaign featuring new products and advertising ideas.
KitKat has developed an image as the ideal chocolate snack whils having a break. ‘Celebrate the Breaks’ recognises that no two individuals are the same, so why should their breaks be? The campaign celebrates everyone’s break moment, whether it’s having a cuppa, socialising, checking Facebook or simply taking things easy. The theme is supported by advertising.
A high profile campaign is running throughout the year, including TV and digital advertising and an outdoor campaign which includes digital ‘Puzzle Break’ formats. The campaign mediums are connected by the use of the hashtag #mybreak. In a first for the chocolate market, the promotional hashtag has been moulded into the actual chocolate bars.
Taking shelter: Pictured are Pat Cassidy, PML Group, Laura Hendrick, Clear Channel, Andrew Creevy and Maria McKenna, Nestlé, Aoife Dempsey, Source ooh and Jessica King, Mindshare.