Kit Kat needed to launch their 4 new flavors: Strawberry, Passion Fruit, Raspberry, and Lemon. And to do so we choose the perfect occasion: MTV MIAW. This award show is Gen Z’s favorite award show in Brazil, and advertisers spend millions to have their logos on backdrops.

To announce its new flavors to a young audience Kit Kat hacked the most anticipated moment of the show - the Anthem of the year award - by replacing the envelope containing the name of the winner with a Kit Kat. The presenter had to break the Kit Kat to reveal the name of the winner.

Our PR strategy was to be in the most important moment of the MTV MIAW, the winner’s announcement. This allows us to be covered with the artist’s many media outlets and social media influencers.

We made four customized Kit Kat with the name of the winners inside them in edible paper and replaced the winners’ envelope with these Kit Kat bars. All visual and video material were made by using footage from the award show itself, with no production company involved because we already had more than 50 cameras from MTV MIAW aiming at our Kit Kat bars at the most anticipated moment of the show.

- 500M impressions.

- 17M people reached through open TV.

- 330K people impacted on the streaming platform.

- Spending 6x less than the main sponsor, Kit Kat impacted the same amount of people they did.