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KitKat wants to deliver more personalised versions of its ‘break’ strategy


By Natalie Mortimer, N/A

January 11, 2016 | 3 min read

KitKat’s iconic ‘Take a Break, have a KitKat’ strapline has served the brand for the past 75 years and now the Nestle-owned chocolate biscuit is looking to expand its strategy to deliver more personalised messaging.

Over the past year KitKat has worked to own people’s down time with a marketing strategy that has seen it pair with YouTube, for a campaign where KitKat replaced its logo with the platform’s. It formed one of 72 different types of ‘breaks’ that featured on more than 400 limited edition designs last May.

Meanwhile, over the Christmas period the brand ran a TV campaign that was a departure from the usual festive fodder and featured a blank screen with a voice over advocating taking a break.

During 2016 KitKat wants to deepen this tie further according to head of marketing Lisa May, who told The Drum that the brand has more innovative ideas up its sleeve this year.

“Our biggest focus over the next year is really about championing breaks, which we’ve always been doing, but we want to make sure we champion all kinds of different breaks. You’ll have seen quite a bit of that over the past 6-12 months where we’ve done things quite differently – everybody enjoys their breaks in different ways and it’s important that we champion and cherish all different types of breaks. Our approach is not a one size fits all but a much more personalised approach”.

To do this KitKat is continuously monitoring consumerism and how people spend their breaks on an ongoing basis to target and resonate with a wide spectrum of people.

“People’s lives are becoming much more fluid and we need to be where they are and help to champion those breaks in a way that inspires them. It’s about making sure that we evolve quickly as the market place evolves,” added May.

KitKat is also keen to reprieve it’s relationship with Google and although May couldn’t be pushed on specific details she said that the search giant, along with Facebook and Twitter will be key strategic partners for KitKat given their place in consumer’s digital life.

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