Nestlé Confectionery’s flagship brand Kitkat is launching a new marketing campaign, ‘Celebrate the Breaks’ for 2015, featuring a host of innovative activity from the brand ranging from new products to advertising campaigns.
A new TV ad will feature on leading broadcast channels such as ITV and Channel 4, as well as digital channels such as ITV Player, Channel 4 On Demand and YouTube. The brand will also utilise social media using Twitter and YouTube creators to promote the campaign.
The campaign mediums will be connected by the use of the hashtag #mybreak. And, in a first for the chocolate market, the promotional hashtag will also be moulded into the actual chocolate of the Kitkat bars, thus extending the reach of the campaign even further and ensuring no consumer can miss it. Kitkat Chunky and Kitkat 2 Finger bars will feature the hashtag from this month, with Kitkat 4 Finger following from April 2015.
With the advertising campaign set to reaffirm the brands position as the ideal break-time snack, the brand will also be offering consumers a new flavour Kitkat to try.
Kitkat Toffee Treat will be available as a limited edition 4 Finger pack (RRP 58p), as well as a permanent 2 Finger 8 pack (RRP £1.59), which is available now. Each 4 Finger bar is the delicious combination of crispy wafer finger covered in a blend of toffee flavour white and milk chocolate. The 2 Finger bars are the combination of crispy wafer and a blend of toffee flavour white and dark chocolate with a milk chocolate base. The toffee flavour has a broad consumer appeal, particularly with younger consumers.
A spokesman for Nestlé UK & Ireland said: “With huge media investment, and a raft of exciting and innovative activity, the Celebrate the Breaks campaign from Kitkat is going to be extremely valuable to the confectionery category in 2015, driving additional sales and profits. In order to capitalise retailers should ensure they are fully stocked up with Kitkat packs and display the brand off-shelf in high footfall areas so shoppers cannot miss it.”