KitKat Chunky renews audience with fresh round of advertising

Nestlé Rowntree has revealed a new positioning for its KitKat Chunky brand, designed to appeal to younger male consumers.

The new look KitKat Chunky features a modern new design, improved quality packaging and a media campaign aimed at the bar’s primary target audience: 18-33 year old men.

The media campaign will be the first dedicated consumer communication for KitKat Chunky since its launch in 1999 and forms part of the pound;11m media spend planned for the KitKat brand in 2006.

The campaign will target male consumers via magazine advertising, and is expected to reach 86% of 16-24 year old men an average of nine times between March and August. “KitKat Chunky was the confectionery launch of the year in 1999, rocketing into the number one chocolate impulse slot at launch and remaining a top five product for the next four years,” said Graham Walker, Nestlé Rowntree sales communications manager.

“Now we have a new audience of 18-33 year olds who have never been communicated to about the product, and this advertising will bring it to the forefront of their minds, inspiring them to go out and try it for themselves.”

The brand has also announced it is to launch new KitKat Chunky Peanut Butter.

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