Huge Kit Kat promotion launched by Nestlé |
| Tuesday, 02 December 2008 | |||||
 Nestlé Confectionery is set to create massive demand across its number one impulse brand Kit Kat with one of the biggest confectionery promotions ever! This exclusive promotion, with a prize fund of £1 million, will give consumers the chance to not only win but choose their very own ‘Perfect Break'. The ‘Perfect Break' promotion will run from January to March 2009 with a variety of aspirational and unique prizes available to be won - there will be millions of prizes available for consumers to win. To add to this, the ‘Perfect Break' promotion will form part of the biggest confectionery media campaign ever exercised with £16 million being spent on Kit Kat over the course of the year. This comprises of a new TV advertising burst as well as press, outdoor and trade advertising. In fact, Kit Kat will be on TV in 10 out of the 12 months in 2009! It is expected that the Kit Kat TV ads in 2009 will be seen by 99.9% of the target shopper 53 times! Graham Walker, Nestlé UK Trade Communications Manager, says: "Kit Kat has long been champion of the ‘break', but the new promotion reflects how consumer attitudes towards taking a ‘break' have changed. "In today's hectic lifestyles, where Britons work longer hours than anywhere else in Western Europe, the idea of a ‘break' has evolved from sitting down with a ‘cuppa' to people doing something that they really enjoy during their break. Consumers today want choice in what they do and this is reflected in the on-pack ‘Perfect Break' promotion." There are 10 Top Tier prizes worth £10,000 each and winners can choose their own ‘Perfect Break' from 36 different prize options. There are six different categories of fantastic prizes to choose from which include; pamper, travel, entertainment, sport, shopping and home. Amazing examples of Top Tier prizes include; enjoying a ‘Perfect Break' on your own private island, having a ‘Perfect Break' from your utility bills for five years and enjoying an adventure break. The Second Tier consists of 2,000 ‘break enhancing' prizes worth £50 each, which are chosen from the same six categories as the Top Tier. The Third Tier consists of two million free bars to giveaway. Consumers will be able to enter by texting or entering online the unique code placed inside promotional wrappers. Participating brands include Kit Kat 4 Finger Milk, Kit Kat Chunky Milk, Kit Kat Senses, all will feature eye catching on-pack flash to maximise sales. Graham Walker continues: "With so many opportunities to win we expect to create massive demand for Kit Kat. Consumers are used to promotions that have just one big prize but the ‘Perfect Break' promotion offers consumers the chance to choose from a variety of prizes, including fabulous holidays and £10,000 for home improvements. We therefore expect the special packs to race off the shelves. "To take advantage of this opportunity, retailers are advised to stock up and build big, bold displays with the special packs, which are in wholesalers now." The popularity of Kit Kat continues to grow at a tremendous pace with the brand up 20%, outperforming the total confectionery market. Kit Kat is the fastest growing top 25 confectionery brand in the UK and has a range of impulse lines targeting different consumer needs. Each line is performing excellently, new Kit Kat Senses has exceeded all expectations with £14 million value sales, Kit Kat 4 Finger Milk is up a huge 27% in value and Kit Kat Chunky Milk is up 31%. Graham Walker concludes: "This hugely exciting promotion offers a high chance to win. It will drive rate of sale which in turn will generate incremental sales and profit for the retailer." Source: Nestlé Related Articles
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DAVID VIDGEN
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... BOTH MY WIFE AND I ARE IN OUR EIGHTIES AND PREFER THE TWO FINGER VARIETY OF KIT KAT WHICH WE LOOK FORWARD TO HAVING EACH DAY WITH OUR AFTERNOON CUP OF TEA. THE CALORY COUNT ON THE LABEL IS A GREAT INCENTIVE. YOURS SINCERELY, DAVID VIDGEN |
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