Kit-Kat

Group :
Suhas
Sunil M
Sunil NM
Surya Manohar
Sudhakar
Syed Mubarak
Parent Company Nestle

Category Chocolate

Sector Food Products

Tagline HAVE A BREAK HAVE A KITKAT

USP Chocolate Covered Wafer

Segment People looking to have a chocolate which

is high in quality and moderately priced.

Target Group All Age groups, lower middle and upper

class people.

Positioning A chocolate to be had whenever one

takes a break.

Ad Agency JWT, Delhi.

 Introduction
• Product was developed as a four finger wafer crisp intially launched in
london and south east in sept 1935. as rowntrees chocolate crisp and
renamed two years later as kit-kat.

• Within 2 years kit-kat was established as leading product a position that it

has ever maintained since.

• During the war kit-kat was portrayed as a valuable war time food and
advertising described the brand as “what active people need”.

• For most of its life, kit-kat has appeared in a red and white wrappers.
However, it changed to blue wrapper in 1945 And was withdrawn in 1947
when standard milk chocolate kit-kat was re-introduced.
 Cont….
• Kit-kat was first advertised on TV back in 1957 and had its first

color advert in 1967.

• Famous advertising include the dancing panda in 1987 and

the Have a break adverts in 90’s.

• In India, it was launched in 1995 during the time of the launch

there was no such kind of product although wafer biscuits

were available in the market.

 Cont…..

• Kit-kat taught Indian consumers a new way of

eating the product.

• It used advertisements to promote a ritual for

eating the kit-kat.
 Cont…..
The ritual has the following steps.
• Remove the wrapper.
• Separate the finger bar using your finger.
• Break the bar.
• Eat it.

Surprisingly, the consumers accepted these ritual. Even, now after

12years of this campaign still customers follow the ritual.
• The brand used the famous campaign,
– HAVE A BREAK, HAVE A KIT-KAT !

Positioned as anytime snack.

Brand targeted young crowd and the ads were in

line with the TG.
 Change of tag line
• During 2004-05, Brand changed its famous
tagline of HAVE A BREAK to
“KIT-KAT KHAO KHUSH HO JAO”

• Currently running campaign based on this

tagline.
 Controversies

• Controversial Ads
– Green Peace ad attacking kitkat

– Orangutan finger break

 Analysis of ads
Nestlé has rolled out a new TVC for Kit Kat as part
of the brand’s communication theme ‘Good things
happen when you take a Kit Kat break’. The brand
message was communicated memorably through
earlier TVCs - Squirrels (2010) and Birds (2012).
 Squirrel ad analysis
• The scene becomes more double whammy when it has a spunky
Bollywood number (Kaante Nahin Kat from Mr. India) as its jingle in the
background.
• Conceptualized by Anuja Chauhan, executive creative director and VP,
JWT (who has recently out in her papers in the agency!) the commercial
remains focused on the basic proposition of Kitkat- ‘Have a Break’ .
• However this time, the famous ‘Finger format’, synonymous to the
chocolate brand in India has been highlighted in a completely refreshed
manner.
 Cont….
• B.Kannan, General Manager (Chocolates and
Confectionery)Nestlé India explains the power idea
behind the concept as he says, “ Our lifestyles keep us
stressed and we miss seeing even the obvious. But
KITKAT breaks are good for you because they help you
connect with yourself and your surroundings, and you
are able to look beyond the obvious to find new
meanings.
Kit kat break banta hai !!!!
 Analysis of babies ad
• The campaign opens on a student doing the usual round with his
professor and fellow students in a daycare centre.

• As he steps back to take a break with Kit Kat he notices the babies
drumming up a delightful musical beat and swaying to it
animatedly. The Kit Kat Break energises and refreshes the student
and he starts grooving only to realise that his Kit Kat is over. The
highlight of the TVC is the infectious spontaneity and joy that you
see in the babies.
 Execution Strategist
• Bobby Pawar, detailing the execution, said, “The idea that
something good can happen when you take a Kit Kat break
is in its third year. We had to raise our game and inject
some freshness or the campaign would lose its impact.

• They were arranged in such a way that a catchy beat and

hook was created. The other part of the baby concert is the
dancing, which is simple yet kind of unique.
 Spoke person for the ad
• Himanshu Manglik, Spokesperson KIT KAT
for Nestle India.
• The highlight of the TVC is the infectious
music track, created by celebrated music
producer Mikey McCleary.
• PedoBear.
 Competitors
• Cadbury Dairy Milk
• Bourneville
• Cadbury Temptation
• 5 star crunch & 5 star (simple)
• Snickers
• Campco