Relaunch Kitkat in a market where Kitkat isn’t a household name. Where the brand’s rituals are alien to the market and where chocolate is a luxury in comparison to other local treats. How do we get Young At Heart Adults To Choose KitKat Over Other “indulgent snacks” By Creating The Belief That Breaks Go Better With KitKat”

Using the consumer insight - “I ebb in and out of work and play to stay in touch with the world around me, these moments, sometimes light-hearted, help me relax and refocus”, we created a three-phased series of snackable digital content around relationships that reinforce the brand values and personality in a contextual way.

Phase 1: #TheHonestbreak


Phase 2: How do you break?
KitKat profiling is a concept that seeks to establish and promote the rituals that come with having a KitKat. The way you eat your KitKat tells so much about your character in a relationship, more than you probably recognize. The result is fun content that identifies the differences between how people eat their KitKat by naming and owning these rituals. We provide archetypes that our audience can find themselves in and also create brand new types.


Phase 3: Solved with Kitkat (a real-time Chocolatey Relationship Advisory Service).