MARKETING COMMUNICATIONS OF KITKAT

Kit Kat is a chocolate-covered wafer biscuit bar confection that was

created by Rowntree's of York, England, and is now produced globally by
Nestl (which acquired Rowntree in 1988) with the exception of the United
States where it is made under license by H.B. Reese Candy Company (a
division of The Hershey Company). Each bar consists of fingers composed of
three layers of wafer, covered in an outer layer of chocolate. Each finger can
be snapped from the bar separately. Bars typically have two or four fingers.
DURING INCEPTION:
Initially this chocolate bar was manufacures by Rowntree. The bar
launched on 29 August 1935, under the title of "Rowntree's Chocolate Crisp"
and was sold in London and throughout Southern England. Rowntree's
chocolate covered wafer bar was first introduced in England in 1935 and was
renamed Kit Kat in 1937.

In 1937 the chocolate was remaned as KitKat. In the 1940's KitKat

was exported and sold in Canada. The Kit Kat name originates from the late
17th century in London, when a literary club met at a pie shop owned by
pastry chef Christoppher Catling. The group was called the Kit Kat club and
took its name from an abbreviated version of the owner's name.

During the Second World War (1944) due to a shortage of ingredients

including milk, Rowntree altered the recipe of Kit Kat Chocolate Crisp. The
wrapper was changed to blue and the oval logo was removed along with the
Chocolate Crisp. Kit Kat was written in bold. But it was again replaced by the
classic red wrapper in 1947.

SLOGAN OF KITKAT:
The first use of the tagline Have a Break. Have a Kit Kat, written
by the agencys Donald Gilles, can be traced to May 1957. A year later it was
used on the first television spots for the brand and ever since has been a
staple of campaigns for the chocolate bar. Initially the line reflected the
welcome 11am tea break elevenses common to British factories. But as
it became more widely used, particularly on television, the flexibility of the
phrase became the key to its longevity. The benefits in taking a break from
something could be applied to all manner of stressful (and potentially
comedic) situations.
Below picture consists of the new package and an advert that was also
created within that year to promote the new package. As you can see there
is an image of the package on the advert with an arrow pointing at the logo
saying 'new' and besides this seems to be a womans hand reaching out to
the chocolate biscuits. The slogan above the images illustrates the womans
actions, normally a packet of Kit Kat would include four bars, as you can see
there are more than four and this alone suggests they must taste good. It
also feels as though the woman is reaching out to take more and so I think
this relates well to the saying above chocolate biscuits as good as these
it tries to promote that they are irresistible and that they taste good n order
for people to buy more and for the company to gain costumers and trust.

This is another ad before using the famous tagline Have a Break Have a
KitKat during the year 1937.

Donald Gilles, executive at advertising agency JWT London, creates the

classic advertising line: Have a Break, Have a Kit Kat. Since 1958, the
slogan for the Kit Kat in the UK and elsewhere has been "Have a break...
have a Kit Kat". However, in 1995, Nestl sought to trademark the "Have a
break" portion. After a ten year legal battle, which was contested by rival
Mars, the European Court of Justice ruled on 7 July 2005 to send the case
back to the British courts. In 2004, Nestl UK used the slogan "Make the
most of your break", but later returned to the original slogan.
Ads after using the tagline during the year 1950s and 1960s:

KitKat was first advertised on TV back in 1957 and had its first colour
advert in 1967. The below image shows the screenshot of the first tv
commercial using the line Have a Break.. Have a KitKat..

There were totally 37 tv commercials were produced between the year

1957 to 1959. Of which only 3 tv commericals used taglines KitKat made by
Rowntree and Time for a break. Time for a KitKat... The rest used the
tagline Have a Break.. Have a KitKat. Below are the list of some of the tv
commercials done during the 60s.
Housewife: Kit Kat made by Rowntree (1955) B&W

Afternoon Break: Have a break, have a Kit Kat (1957) B&W

Office Break: Time for a break, time for a Kit Kat (1957) B&W
Driver and Clippy: Have a break, have a Kit Kat (1957) B&W
Husband and Wife: Have a break, have a Kit Kat (1957) B&W
Factory Break: Have a break, have a Kit Kat (1957) B&W
School Break: Time for a break, time for a Kit Kat (1958) B&W
Skating: Have a break, have a Kit Kat (1958) B&W
Housewife and Child: Have a break, have a Kit Kat (1958) B&W
Road menders: Have a break, have a Kit Kat (1958) B&W
Ping Pong: Have a break, have a Kit Kat (1958) B&W
Travelling: Have a break, have a Kit Kat (1958) B&W
FAMOUS PANDA AD:
During the year 1987, a famous ad was released, which depicted a
photographer patiently waiting in sun and rain, trying to snap a pair of
pandas in a zoo. Only while he is taking a break do they finally emerge on
roller skates and he misses the entire routine. When he snaps back after
finishing the kitkat, the pandas have gone inside.

This is one of the greatest hits of KitKat ad. This ad came in 30th in
Channel 4's "100 Greatest Adverts" poll in 2000.
Similarly irreverent humor had been used in a 1987 commercial, No
Rest for the Wicked, which followed a devil and an angel enjoying a break
from the routine of their respective jobs in the foyer of an otherworldly
office building. In each (and there are dozens of TV commercials) the Have a
Break. Have a Kit Kat line worked because of its association with recognizing
lifes small defeats, rather than glorifying its triumphs. Interestingly, in the
US in the 1980s the clauses were reversed so the line became the more
instructive, but far more lumbering, Give Yourself a Kit Kat. Give Yourself a
Break.
Launch of KitKat Chunk:
KitKat Chunky (The Big Finger) was first launched in 1999 and was that
year's biggest success story. In 2005, we sold 73 million KitKat Chunkys (on
average 200,000 each day!).
KitKat Chunky also comes in Minis, Snacksize and a King-Size bar called
Big Breaks!KitKat chunky was officially released in May 2003 but no
communications were made on the product just to make sure that the
product was distributed thoroughly before making any communication.

Ad campaign of KitKat Mini (Cross word puzzle):

The main theme of this campaign is puzzles. The main concept is that
people should take it easy during a break.
Why Crossword?
Crossword is a word puzzle usually in the form of a square, with black
shaded squares. Crossword is the most well-known puzzle and people usually
solve crosswords during a mini break.
Initially they have selected very simple background a black and white
theme with minimal description. Its easy to understand and the ads are well
researched because people usually come across and enjoy solving simple
crosswords during a mini break without a lot of stress.

Here there was not much link between the puzzle and the crossword. It has
only a small amount of impact on the audience, the lack of chocolate in the
ad may do nothing to attract the audience. If unaware of the brand people
may be confused by the advertisement.
To improve this campaign they came up with 3 more crosswords to attract
more people and also to increase the product exposure in the ads.

A simple word search where the word break is half circled reminding the
audience that they need a break. Bright colors and pictures of rich chocolate
were used to attract the consumer. The ripped Kit Kat package shows the
hurried need to take a break. The ads colors are much brighter and more
attractive than the original. The large picture of product and rich chocolate in
the background helps explain the slogan more clearly. The slogan is in large
and clear font. The words in the word search are relevant to the product.
Final ad of this campaign:
It uses color like the rustic beige, which is more eye catching that the dull
black and white. The picture of the product is much bigger, with the logo
imprinted on it, which will convey the message. The slogan is much larger
and easier to read. The words in the word search are all relevant to the
product, and the word-search would attract a larger target audience
including children.

Choose a Chunky Champion 2013:

Nestl debuted its Chunky Champion competition for Kit Kat, allowing
people to choose from a selection of new flavors and vote for their favorite.
The successful levels of engagement, which saw Kit Kat Chunky Peanut
Butter win the vote and become a permanent addition to the Kit Kat range,
this inspired the business to replicate its success with a 5 million
multimedia campaign in 2013.
The main aim is to boost awareness and sales of Kit Kat Chunky, as
well as develop its product range, Nestl is encouraging fans of the chocolate
bar to use Facebook to vote for their favourite of four new flavors: Coconut,
Choc Fudge, Mint and Hazelnut. Consumers can also vote via Blippar, using
the bar as a marker.
In January, Kit Kat introduced four spoof superheroes representing the
new flavours via traditional media and Facebook. Kit Kat seeded videos of the
heroes on Facebook ahead of the TV campaigns launch.
A clear publishing calendar and media strategy have ensured the
Facebook page is regularly populated with fresh content. This content has

been regularly promoted by and amplified with Facebook Ads and Sponsored
Stories to ensure maximum engagement.
In addition, fans can connect with offline initiatives such as Kit Kats
tie-up with Capital FMs Capital Street Stars, which saw the "Chunky
Champions" make appearances around the UK. They can vote up to four
times a day until 15 March, when the flavor with the most votes will be
declared the winner. Nestl is building on the success of the previous
campaign, which saw hundreds of thousands of votes cast on Facebook and
11 million bars sold.
A Nestl UK and Ireland spokesperson said: "With consumers
increasingly looking to have a say in the future of their favorite brands, what
better way to interact with our fans than a campaign which draws on the
opinions of our consumers to develop the Kit Kat range."
Kitkats latest dancing babies ad:
Concept of this Ad: Breaks offer opportunities that you may otherwise miss
because youre too busy. An opportunity to see, hears, feel something new,
meet new people etc. Good things happen when we take a break, and when
that means witnessing happy, gurgling babies in a day care center suddenly
create hip swaying music beats and swing to groovy dance moves, it brings
alive the magic of this enduring brand message from Kit Kat. The idea of not
missing out on a break has strong resonance with youth and this campaign
carries the conversation further, in a way that is unexpected and extremely
engaging.