Nothing exciting was happening with KIT KAT across the mainstream media. It wasn’t even talked about in web social networks, which showed that the market wasn’t engaged in the brand anymore. With sales declining, KIT KAT needed to do something different for the young target group to talk about.With a chocolate market largely triggered by emotional communication, we needed to provide a relevant brand positioning that would make KIT KAT exciting again, and ultimately increase purchase.With a competitive work schedule, the target group found it hard to take long breaks, creating the importance of short yet engaging breaks, which KIT KAT offers. The campaign’s strategy was to promote in an unexpected way this idea of having a break without a care in the world.Using hectic Newsrooms, the campaign hijacked prime time News updates in between high-traffic programs, catching reporters red-handed while engaged in their KIT KAT break.The target group raved about the campaign in web social networks and uploaded the clips. The most popular comedy TV show even aired spoof videos, giving the campaign more media mileage for free. In a month’s time, KIT KAT’s volume share increased to its highest ever in almost 3 years.

To communicate the importance of short yet engaging breaks, we chose a work environment that seems to never take a break – the Newsroom. And to excite the young target market, we delivered the message to them in a surprising way.The campaign hijacked prime time News updates in between high-traffic programs, showing reporters caught red-handed while engaged in their KIT KAT break. The surprise breaks stood out from the clutter in local TV. It grabbed attention and triggered excitement amongst the young target group.

The campaign engaged the young target group that they raved about it on Facebook and other social media sites. They even uploaded the clips online. This showed that the campaign achieved in making the brand relevant to the target market for them to talk about it again.The campaign was even able to elicit a positive reaction from the most popular comedy TV show in the country, thereby improving the brand’s reputation even more. The TV show created its own spoof videos, which gave the idea more media mileage, for free.In a month’s time, KIT KAT’s volume share increased to its highest ever in almost 3 years. From the lowest sales in March 2010, which only reflected 10 MT, shares went up to 67 MT in November 2011.