Press release
621KB
august 28, 2015 - Nestle
KitKat turns 80: How ‘moment marketing’ helped this iconic chocolate brand conquer the digital world
Few 80-year-olds can claim to be trendsetters in the digital age, so how has a brand celebrating its eighth decade managed to take social media by storm?
Launched in 1935, KitKat, with its trademark red wrapper and chocolate fingers, has not just stood the test of time, it has never stopped moving with it.
Named the most influential candy bar of all time by Time magazine, this wafer-filled chocolate treat has defied eight decades of changing business environments and consumer mindsets to become one of the world’s top ten fast-moving consumer goods brands in social media.
Its secret? Its strong brand equity and its knack for leveraging ‘moment marketing’ – the ability to move fast and leverage topical or news events.
KitKat goes to space
Ever since 1938, KitKat has been associated with having a break. Its classic tagline ‘Have a Break, Have a KitKat” has been synonymous with the brand for almost 60 years.
Because more and more people are taking their breaks differently, such as getting online when they have a free moment, KitKat understands the need for having a strong digital presence.
The tipping point for its success as a digital brand came when the team began to use ‘moment marketing’ to engage with consumers online.
It all started in 2012 when Red Bull signed up Austrian daredevil Felix Baumgartner for a record breaking skydive from the stratosphere, more than 20 miles above the surface of the earth. It would make him the first person to break the speed of sound in a freefall. But Felix had to postpone the jump several times due to bad weather.
As suspense grew online, KitKat decided to offer Felix some moral support with a humorous Facebook post: “It could be a long wait Felix…have a break, have a KitKat.”
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