Nestlé Confectionery’s flagship brand KitKat today (May 12) announced it is to launch over 400 limited edition packs in what it claims is “a packaging first for the Confectionery category”.Â The initiative will feature all KitKat formats and for the first time in the brand’s history the KitKat name will be replaced on the front of pack with one of 72 different types of break, including Sporty Break, Lunch Break, Office Break or Me Time Break.
Each outer will come with a mix of pack designs inside, and the initiative is part of the brand’s new Celebrate the Breaks marketing campaign, which features a host of activity ranging from new products to advertising campaigns. The brand, says Nestlé, “is synonymous with being the perfect snack to eat whilst having a break and Celebrate the Breaks recognises that no two individuals are the same, so why should their breaks be? The campaign celebrates each individual’s unique break moment, whether it’s having a cuppa, socialising, checking Facebook or simply doing nothing.”
A high profile advertising campaign is also running throughout 2015, which includes brand new TV and digital advertising with aÂ Â£10m media value â more than double the brand’s spend in 2014. After eight weeks 35 million people have already seen the new TV ad, claims Nestlé, with the online campaign achieving over 40 million impressions. The brand is now also utilising social media by working with YouTube creators Patrick Boivin and Jack and Dean to promote the campaign.
The campaign mediums are connected by the use of the hashtag #mybreak. And, in another claimed first for the chocolate market, the promotional hashtag has been moulded into the actual chocolate of the KitKat bars, thus extending the reach of the campaign – KitKat Chunky and 2 Finger bars have already added the hashtag, withÂ 4 Finger following from this month.