Kit-Kat

Group : Suhas Sunil M Sunil NM Surya Manohar Sudhakar Syed Mubarak

Parent Company
Category Sector Tagline USP

Nestle
Chocolate Food Products HAVE A BREAK HAVE A KITKAT Chocolate Covered Wafer

Segment

People looking to have a chocolate which is high in quality and moderately priced.
All Age groups, lower middle and upper class people. A chocolate to be had whenever one takes a break. JWT, Delhi.

Target Group

Positioning

Ad Agency

Introduction
Product was developed as a four finger wafer crisp intially launched in

london and south east in sept 1935. as rowntrees chocolate crisp and
renamed two years later as kit-kat. Within 2 years kit-kat was established as leading product a position that it

has ever maintained since.

During the war kit-kat was portrayed as a valuable war time food and advertising described the brand as what active people need.

For most of its life, kit-kat has appeared in a red and white wrappers.
However, it changed to blue wrapper in 1945 And was withdrawn in 1947 when standard milk chocolate kit-kat was re-introduced.

Cont.
Kit-kat was first advertised on TV back in 1957 and had its first color advert in 1967. Famous advertising include the dancing panda in 1987 and

the Have a break adverts in 90s.

In India, it was launched in 1995 during the time of the launch

there was no such kind of product although wafer biscuits

were available in the market.

Cont..
Kit-kat taught Indian consumers a new way of eating the product. It used advertisements to promote a ritual for eating the kit-kat.

Cont..
The ritual has the following steps.

Remove the wrapper.

Separate the finger bar using your finger. Break the bar. Eat it.

Surprisingly, the consumers accepted these ritual. Even, now after

12years of this campaign still customers follow the ritual.

 The brand used the famous campaign,

HAVE A BREAK, HAVE A KIT-KAT !
Positioned as anytime snack. Brand targeted young crowd and the ads were in line with the TG.

Change of tag line

During 2004-05, Brand changed its famous tagline of HAVE A BREAK to KIT-KAT KHAO KHUSH HO JAO Currently running campaign based on this tagline.

Controversies
Controversial Ads
Green Peace ad attacking kitkat Orangutan finger break

Analysis of ads
Nestl has rolled out a new TVC for Kit Kat as part of the brands communication theme Good things happen when you take a Kit Kat break. The brand

message was communicated memorably through

earlier TVCs - Squirrels (2010) and Birds (2012).

Squirrel ad analysis
The scene becomes more background. Conceptualized by Anuja Chauhan, executive creative director and VP, double whammy when it has a spunky

Bollywood number (Kaante Nahin Kat from Mr. India) as its jingle in the

JWT (who has recently out in her papers in the agency!) the commercial
remains focused on the basic proposition of Kitkat- Have a Break . However this time, the famous Finger format, synonymous to the chocolate brand in India has been highlighted in a completely refreshed manner.

Cont.
B.Kannan, General Manager (Chocolates and Confectionery)Nestl India explains the power idea behind the concept as he says, Our lifestyles keep us stressed and we miss seeing even the obvious. But KITKAT breaks are good for you because they help you connect with yourself and your surroundings, and you

are able to look beyond the obvious to find new

meanings.

Kit kat break banta hai !!!!

Analysis of babies ad
The campaign opens on a student doing the usual round with his professor and fellow students in a daycare centre. As he steps back to take a break with Kit Kat he notices the babies drumming up a delightful musical beat and swaying to it animatedly. The Kit Kat Break energises and refreshes the student and he starts grooving only to realise that his Kit Kat is over. The highlight of the TVC is the infectious spontaneity and joy that you see in the babies.

Execution Strategist
Bobby Pawar, detailing the execution, said, The idea that something good can happen when you take a Kit Kat break is in its third year. We had to raise our game and inject some freshness or the campaign would lose its impact. They were arranged in such a way that a catchy beat and

hook was created. The other part of the baby concert is the
dancing, which is simple yet kind of unique.

 Himanshu Manglik, Spokesperson KIT KAT for Nestle India. The highlight of the TVC is the infectious

Spoke person for the ad

music track, created by celebrated music producer Mikey McCleary. PedoBear.

Competitors
Cadbury Dairy Milk Bourneville Cadbury Temptation 5 star crunch & 5 star (simple) Snickers Campco