Nestlé Confectionery’s mega brand is launching its biggest ever on-pack promotion with KIT KAT Break and Win. The promotion will offer consumers 10 chances to win £10,000 by finding a red wafer inside their favourite KIT KAT.
With cash being the most motivating prize for consumers , the total prize pool of £150,000 is sure to attract new shoppers and drive frequency of purchase. To win one of the 10 tier one prizes of £10,000 cash, consumers must find a red wafer, along with a golden ticket, in their KIT KAT.
Those not lucky enough to find the red wafer can still be in with a chance to win by going online and simply entering their unique in-pack code on the website for a chance to win £100 to £10,000.
Available from 16 May, over 33 million KIT KAT packs will feature an on-pack flash to communicate the chance to win. Promotional packs include KIT KAT 4 Finger Milk, KIT KAT CHUNKY Milk, KIT KAT Senses Caramel and KIT KAT 2 Finger 9 packs.
KIT KAT Break and Win will be supported with a £3m marketing support package, including TV and digital activity. The campaign will showcase the KIT KAT crane TV ad, launched in January, with a 10 second tag specifically for Break and Win. It is expected that over 80% of UK adults will see the TV ad – reaching a staggering 40 million people.
Graham Walker, Nestlé UK Trade Communications Manager, says: “KIT KAT Break and Win follows a hugely successful year for KIT KAT with total brand sales up 6%, now worth a colossal £203m . This latest promotion will attract even more consumers to KIT KAT with its highly motivating cash prize and instant win mechanic.”
Retailers should take advantage of this opportunity and are advised to stock up early and build big, bold displays with the flashed packs and branded POS.
Source: Kit Kat
