Kit Kat Senses drives autumn sales with Girls Aloud

165 T-shirts in five different designs will be given away every day throughout September to highlight the 165 calories in the bar.

To enter the competition, consumers simply have to text the barcode number found on Kit Kat Senses wrappers to 66226 or enter via the website – www.kitkat-senses.co.uk. The promotion will support the Make-A-Wish Foundation® UK, a leading charity that helps grant wishes to terminally ill children.

Graham Walker, Nestlé UK Trade Communications Manager says: “"Girls Aloud are renowned for their style almost as much as their music, so we expect these unique Kit Kat T-shirts to create massive demand. With a simple text-to-win mechanic linked to purchase, the promotion will be key to driving retailer sales.”

The promotion will be supported by press advertising and a comprehensive and eye-catching point of sale package featuring Girls Aloud to drive massive awareness and sales.

It forms an important part of the Kit Kat Senses £9m launch campaign, which includes £3.5m media support from September. This comprises a new TV advertising burst as well as press, outdoor and advertising on the London Underground.

Launched in March, Kit Kat Senses has been one of the biggest confectionery launches of the decade with 23 million bars sold to date.

It was the number one selling single chocolate bar in the UK at launch and has achieved £9.1m value sales to date. During the busiest week an incredible 180 Kit Kat Senses bars were sold a minute.

Kit Kat Senses has been hugely successful in attracting younger female consumers to the snacking market and the core Kit Kat brand by tapping into two key consumer trends – permissibility and indulgence.

Most importantly, its success has not cannibalised that of other Kit Kat products and sales have been incremental to the overall brand and snacking category.

The popularity of the Kit Kat range continues to grow at a tremendous pace with the brand up 18%, outperforming the total confectionery market (5% growth).

Kit Kat is the fastest growing top 30 confectionery brand in the UK and has a 4.4% market share (up from 3.7% last). In April it achieved its highest weekly share of the confectionery market in over three years.

With a range of impulse lines targeting different consumer needs, the public's love for Kit Kat is driving increased rate-of-sale and fuelling brand growth.

Each line is performing excellently, with Kit Kat 4 Finger up a huge 16% in value, Kit Kat Chunky up 15% in value and Kit Kat Chunky Kingsize (recently re-launched as Duo in a two piece format) growing at 39% over the past three years. Not only that, Kit Kat Dark has also been named the 2008 chocolate 'Product of the Year'.

With such strong growth, Kit Kat sales show no sign of slowing down.

The second half of 2008 is going to continue this very impressive performance through focusing on the strategy of delivering quality product and packaging, offering activity which fits into the long term major consumer trends and then supported with consistent consumer communication.