Nestlé Confectionery’s flagship brand KitKat is to kick off 2018 with a promotion that links confectionery and hot drinks as the perfect break partners.

To celebrate this link KitKat is introducing a new character to consumers: Joe the Mug. Joe is a mug who is looking for the perfect partner to spend his drinks break with and will feature in a new media campaign from the brand as well as an on-pack promotion.

The on-pack promotion gives KitKat consumers the chance to win one of 50,000 thermochromic Joe the Mugs. Each mug has a face on one side and when hot water is added a message from KitKat on the other side of the mug reveals Joe’s favourite kind of break. A code found on the inside of each promotional KitKat wrapper can be entered online to discover if it’s a winner.

A new £1m media campaign will support the Joe the Mug activity, and will focus on social and digital media. A teaser campaign to introduce the character of Joe the Mug launched on January 22. In addition, KitKat masterbrand advertising will also be on TV and in Cinemas as part of a £2.2m campaign. This is expected to be seen by 80% of the brand’s target audience at least six times.

The promotion will feature across the KitKat range, including KitKat 4 Finger singles, KitKat 4 Finger multipacks, KitKat Chunky singles, KitKat Chunky multipacks and KitKat 2 Finger multipacks.