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Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

Kit Kat takes a break with new on-pack design by Anthem

Kit Kat packaging

Nestlé brand Kit Kat is looking to celebrate the product heritage and confirm its iconic status as it unveils a new on-pack design by Anthem.

Anthem has redesigned the full UK portfolio of Kit Kat packaging, for both multipack and standalone bars, with the addition of the ‘snapping finger’ imagery.

Mark Ringer, executive creative director at Anthem, said: “Being a household name, we wanted to make sure that Kit Kat’s new design leveraged the desirable and established icon on pack to create a clear message. Through the snapping finger, we’re communicating the brand’s proposition by triggering instant recognition and impact.”

The new design launches to UK stores initially through two-finger multipacks, and will be replicated later in the year on the four-finger bar.

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