This PR idea launched KitKat Senses as “Only Girls Allowed” becoming the highest profile tie-up ever done with girl band Girls Aloud. The deal saw the band front an advertising campaign, an on-pack promotion and a PR campaign for KitKat Senses which also became a headline sponsor of their tour.

Originally a PR photocall, KitKat Senses became the launch marketing campaign resulting in Nestle Confectionery’s most successful new product launch for a decade.With no ad creative or ATL marketing in place, the PR brief was to launch the product (March ’08) and communicate it as a ‘more indulgent’ break-time chocolate for women, engaging them to trial (March – June) and secure re-trial (Sept ’08), breaking the mould of KitKat as a “builders” chocolate bar.

A four phase campaign. 1) Hype – pre-launch hype and awareness of the product, using online and national media as a core communications medium.2) Launch – official “big bang” launch of KitKat Senses in national news.3) Trial – get consumers trialling the product using PR.4) Re-engagement & re-trial – ensure secondary trial by consumers to secure KitKat Senses’ place in their chocolate repertoire.

The partnership with Girls Aloud enabled PR to create hype pre-product launch in celebrity news pages generating headlines including: Daily Mirror ‘Gift-wrapped Kitty Kats’, Daily Express ‘Sarah and Nicola promote Kit Kat Senses’.

Wider awareness secured via stills from the advert securing national coverage: DPS inc. The Evening Standard, 5 pages in Heat, The Sun, Daily Star, Metro, New Magazine, Star Magazine, OK MagazineLaunch (March): National photocall and media day with Girls Aloud. Branded shots in national dailies, online news sites and major regional newspapers next day.

Trial (May - July): Product engagement and trial via sponsorship of Girls Aloud Tour. Sampling to 250,000 consumers, presence at 25 gigs and ability to communicate to a wider audience via regional and national competitions.Re-Trial (October): Paramount to ensure a place in consumers chocolate repertoires. Girls Aloud designed five limited edition t-shirts with 165 t-shirts per day available communicating 165 calories, raising money for 'Make A Wish'.

• Kit Kat Senses sold 37 million bars (180 bars per minute) and was the No.1 impulse chocolate bar for 4 consecutive weeks.• KIT KAT brand is up 15% vs. 6% total confectionery growth. KitKat Senses has been 100% KitKat brand focus in 2008 – with no other brand support, the Senses campaign is considered to have delivered a “halo” effect to the brand• KIT KAT achieved highest weekly share of confectionary market in over three years. The brand hit 6.3% market share during the w/e 12th April 2008. This was the period that PR announced the relationship with Girls Aloud.Coverage generated includes:• 30 branded pieces of national launch coverage including The Sun, Daily Mirror, Daily Express, News of the World and Heat Magazine amongst others.• 94 individual items for the photocall and interviews. Heat Magazine ran a 5-page spread, using the ad stills and a further 8 national women’s titles for interviews with each of the girls.• The PR value is in excess of £3 million.