Nestlé Confectionery’s flagship brand KitKat is to launch a new marketing campaign for 2015. The ‘Celebrate the Breaks’ campaign will feature a variety of activity from the brand ranging from new products to advertising campaigns.
Celebrate the Breaks recognises that no two individuals are the same, so why should their breaks be? The campaign centres on celebrating each individual’s unique break moment, whether it’s having a cuppa, socialising, checking Facebook or simply doing nothing!
Launching in February, a high-profile advertising campaign will be intended to bring the concept to life. This will include brand new TV and digital advertising with a heavyweight £10m media value – more than double the brand’s spend in 2014.
A new TV ad will feature on leading broadcast channels such as ITV and Channel 4, as well as digital channels such as ITV Player, Channel 4 On Demand and YouTube. The brand will also utilise social media using Twitter and YouTube creators to promote the campaign.
The campaign mediums will be connected by the use of the hashtag #mybreak. And, in what Nestlé claims is a first for the chocolate market, the promotional hashtag will also be moulded into the chocolate of the KitKatbars. KitKatChunky and KitKat2 Finger bars will feature the hashtag from this month, with KitKat4 Finger following from April 2015.
With the advertising campaign set to reaffirm the brand’s position as the ideal break-time snack, the brand will also be offering consumers a new flavour KitKat.
KitKatToffee Treat will be available as a limited edition four-finger pack, as well as a permanent two finger eight-pack (RRP £1.59), which is available now. Each four finger bar is the combination of crispy wafer finger covered in a blend of toffee flavour white and milk chocolate. The two finger bars are the combination of crispy wafer and a blend of toffee flavour white and dark chocolate with a milk chocolate base. The toffee flavour has a broad consumer appeal, particularly with younger consumers.
A Nestlé UK & Ireland spokesperson said: “With huge media investment, and a raft of exciting and innovative activity, the Celebrate the Breaks campaign from KitKat is going to be extremely valuable to the confectionery category in 2015, driving additional sales and profits. In order to capitalise retailers should ensure they are fully stocked up with KitKat packs and display the brand off-shelf in high footfall areas so shoppers cannot miss it.”
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