KITKAT: The KitKat Kit by Wunderman Thompson

Client: KITKAT
Date: Jan 2020
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Nestlé snack brand KitKat wanted to reinvent its famous creative message to show how even the most intricate and demanding hobbies are better if you occasionally ‘have a break’. It teamed up with Airfix for a ‘narrowcast’ campaign working with YouTube influencers and supported by press ads and OOH posters.

The two brands joined forces to create The KitKat Kit, a special edition of Airfix’s Supermarine Spitfire. It added a sealed KitKat into the kits mounted on a 3D-printed plastic ‘sprue’, which also incorporates the famous 'Have a Break' message. An additional step was even inserted into the instruction booklet telling the hobbyists exactly when to open the bag (as Step 38), take out the snack and enjoy their break.

Credits

Wunderman Thompson:

Chief Creative Officer: Steve Aldridge

Executive Creative Director: Lucas Peon

Global Creative Director: Jason Berry

UK Creative Director: Jo Wallace

Creative: Jeremy Little

Creative: James Hobbs

Designer: Xavier Segers

Business Director: Paul Kirkley

Associate Business Director: Sam Brooks

Account Director: Chris Braks

Account Manager: Ben O’Neill-Gregory

Senior Producer: Joseph Bassary

Social Media Specialist: James Treen

Product Designer: Chris Savage

KITKAT

Alex Gonnella, Marketing Director

Cheryl Allen, Marketing Manager

Jemma Handley, Senior Brand Manager

Alex Reay, Community Manager

Sophie Drury, Community Manager

AIRFIX

Darrell Burge, Senior Brand Manager

Sally Donald, Brand Manager

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