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  1. 2020


KITKAT Celebrate the Breakers

Category:Customer Insight Strategy Of The Year


KITKAT has been synonymous with the break for over 75 years. The bar and the behaviour are well-established as natural companions, however in recent years KITKAT had experienced a decline in key brand image attributes, specifically ‘Perfect for a Break’.

KITKAT needed to regain their prominence in breaking moments to grow in a confectionery market feeling the squeeze, due to changing attitudes to sugary snacks.

This paper describes how KITKAT fused qualitative research along with digital data to generate insights to shape and continually optimise our channel and content approach. The result was a transformation in KITKAT’s approach to communications which led to a step-change in consumer consideration and a significant increase in sales.