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KITKAT
KITKAT Senses - Digitally sharable chocolate

RAN IN: Russia

CLIENT
Nestle Russia LLC

AGENCY
Nestle Russia *Lead Agency


J. Walter Thompson Russia


Depot branding agency


SUMMARY

How to break through virtuous circle of average innovation launches those growth based on trade promo mainly and to propose millenials chocolate that they would love to eat and share online? We decided to give them decorated KITKAT chocolate that had Instagram-look. The idea to make KITKAT digitally shareable led to extremely positive launch results: the most discussed chocolate at Internet, growth of positive mentions by 6 times and #1 Innovation in Tablet category without promo intensification.

CASE VIDEO


Audience: Millennials, aged 15-39 y.o. (49,5 million Russians, GKS, June’18), who are ready to share their experience on-line.

Objectives: Our ambitions were high: 1.    To renovate our chocolate image from boring to Instagram-popular. KPI: on-line brand positive mentions increase in 2 times. 2.    To launch TOP innovation among all innovations of the year. KPI: at least one of launched product should be in TOP 3 chocolate market innovations, in value.

Type: B2C

Language: English, Russian