Confectionery is probably the most impulsive category. The way to change behavior and drive sales is to give people reasons to look afresh at your products and to get products in front of people as they shop. The objective of this promotion was to do just that by launching 4 limited edition Kit Kat Chunky flavours into the market. We particularly wanted this to help bring young male buyers back into the Kit Kat brand.

Our ‘Flavour Election’ concept had key areas of implementation: Through our ATL campaign we made consumers aware of the promotion and encouraged people to try the bars and vote for their favourite.

In store, or new packaging and displays helped the four new flavours stand-alone. We enabled fans to vote through our specially designed Facebook and Xbox live pages, as well as through augmented reality app, Blippar.

In order to get repeat votes, we created an online comedy and released episodes weekly, and we used short 10" spots with live voting updates to drive flavour fanatics to back their favourites.

The promotion over-achieved its sales objectives, selling out all 12m bars before the end of the campaign, and leaving consumers clamouring for more (some even paid over 10 times the price for the remaining stock on eBay). We received over 500,000 votes and doubled our Facebook following during the campaign. Importantly for a category where a lot of sales are on price promotion, we sold all bars at full price and left our supermarket and trade customers wanting more.