Engage | Kit Kat Doublebreak
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Title

KIT KAT CHUNKY DOUBLE CARAMEL

#Shoefie

“Chunky Double Caramel” was a new Kit Kat product that was launched in September 2014. It has two different halves with two contrasting caramel textures – one-half has crunchy caramel and the other half has smooth runny caramel – which means that even half way through, this new bar becomes new again.

The primary target audience is very active on YouTube with 1/3 of 18-34 year old men visiting the site multiple times a day in their breaks and 2/3 of them sharing a video they have seen in the last week.

Objective

Maximise awareness and trial of new Chunky Double Caramel bar with a campaign that punches above its weight in media

Focus on video content to create impact with Youtube and high reach and impact digital formats supported with a clear engagement mechanic to drive conversation online and sharing.




Idea

To present that KIT KAT CHUNKY DOUBLE CARAMEL is a new kind of break consisting of two different parts we develop a funny campaign, based on one of the most typical postures of relaxing and having a break:

WITH LEGS UP…

BUT IN TWO DIFFERENT SHOES

 To deepen the interaction with the customers we created a special website, where we collected people’s #shoefies. At the beginning the site background was still empty and when one shared their #shoefie in social networks (Instagram, FB, etc.) this picture automatically appeared in the website’s background. Other people voted for the best #shoefie and the best-ranked images formed the Kit Kat logo.

 




Results