Nestlé Confectionery launches huge Kit Kat campaign

Wednesday, 28 January 2009

Nestlé Confectionery has launched its biggest ever advertising campaign, with a total brand spend of £21million throughout 2009 across its number one impulse brand Kit Kat.

The new Kit Kat 'Working Like a Machine?' advertising campaign supports one of the largest confectionery promotions ever - Kit Kat 'Perfect Break', with over 2 million prizes to be won.

The adverts were launched on primetime TV during Coronation Street on 21 January. The creative plays off the idea that people are overwhelmed with the monotony of everyday life and so need to take a break with Kit Kat.

The ads themselves are light-hearted comic demonstrations of a man re-enacting various machines that we all encounter in our everyday lives.

The actor will be mimicking the jobs that would normally be handled by a machine, demonstrating 'Working Like a Machine?' in the literal sense. The two launch adverts, 'Arrivals' and 'Checkout' are set at an airport baggage-reclaim area and supermarket checkout respectively.

'Arrivals' sees a man carrying a huge pile of luggage, walking around in circles, just like an airport carousel, whilst people wait and take their bags from him. The ‘Checkout' ad sees the actor sat behind a counter, taking items from the conveyor belt and scanning the barcodes against his forehead.

Graham Walker, Nestlé UK Trade Communications Manager, says: "The new 'Working Like a Machine?' advertising continues the long history Kit Kat has had championing the ‘break', but it also reflects how consumers today want choice in how they spend their breaks.

This change is reflected in the hugely exciting on-pack Kit Kat 'Perfect Break' promotion, which not only offers a high chance to win, but offers consumers a choice of aspirational and unique prizes from fabulous holidays to £10,000 for home improvements.

"The Kit Kat ‘Perfect Break' promotion supported by this new TV advertising will drive rate of sale which in turn will generate incremental sales and profit for the retailer.

To take advantage of this opportunity, retailers are advised to stock up now on promotional packs and build big, bold displays with the special packs, which are in wholesalers now."

The Kit Kat ‘Perfect Break' on-pack promotion runs from January to March 2009, with a simple online and text entry, offering consumers the chance to win their very own perfect break with millions of prizes to be won.

Participating brands include Kit Kat 4 Finger Milk, Kit Kat Chunky Milk, Kit Kat Senses, with all featuring eye catching on-pack flash to maximise sales.

Source: Nestlé Confectionery