The Challenge

KitKat was relaunched in February 2003. In order to make sure people got the message the new chocolate and biscuit bar arrived with a new consumer communication plan.

In tune with the brand’s instruction that we should all have a break, it decided to create Britain’s biggest break at 3pm on March 21.

With the British working the longest hours in Europe, KitKat was concerned that we weren’t taking enough breaks. The idea was to tap into the national mood and give people permission to take a break. The approach was encapsulated in the phrase 'Remember you are not a salmon'.

As part of a £4.29m campaign (source Nielsen Media Research) in February and March, it used TV supported by outdoor, press and radio to promote the idea of the big break.

The TV Solution

MindShare added interactive TV to the mix to encourage consumers to get involved with the brand. KitKat would be the first confectionery brand to use interactive TV.

Allowing the consumers to play a game from the comfort of their own sofa would also reinforce the 'take a break' brand message. Interactivity would also enable the brand to target light KitKat eaters such as office workers, divers, mums with kids and students.

The game was designed to reinforce the anti-Salmon message put across in the linear TV ad. Phosphorus created X-stream Salmon, a game where viewers had to complete three tasks to help the fish get to the top of the river.

The game could be accessed by digital TV viewers watching the ad on Sky and IDS channels or via banners on Sky Gamestar.

The Results

Post campaign research also indicated that the interactive ad had deepened the communication. Among those who had pressed the red button spontaneous brand awareness – first mention – was 61%, above the level recorded by those who had not seen the ad and significantly higher than the 38% rise recorded by consumers who had seen the ad but not pressed red.

The interactive element of the campaign not only reinforced and improved awareness and perception of the brand among KitKat eaters but also encouraged KitKat consumption.

“I’m delighted that MindShare proposed using iTV and even more delighted with the results, which were way above our expectations. We will certainly be looking at how iTV can benefit future campaigns.”
Jon Lambert, Brand Marketing Manager East, Nestle Rowntree