Upcoming Courses


Upcoming Events

  • Legal Briefing18th July 2018IPM Members only. Sign up for ou...
    Wednesday 18 July 2018
  • Legal Briefing10th October 2018IPM Members only. Sign up for...
    Wednesday 10 October 2018

Kitkat moulds #mybreak into its product for ‘Celebrate the Breaks’

Monday January 12, 2015 at 2:17pm
Nestlé Confectionery has moulded the hashtag for its latest Kitkat campaign, Celebrate the Breaks, into the product itself, in what is claimed to be a first for the chocolate market. #mybreak will be appearing on every second bar in Kitkat packs for the duration of the activity. A new TV ad will be running on leading channels such as ITV and Channel 4, as well as digital channels such as ITV Player, Channel 4 On Demand and YouTube. The brand will also be exploiting social media such as Twitter and enlisting YouTubers (people who create content on YouTube) to promote the campaign. All of the campaign marketing activities will be connected by the use of the hashtag #mybreak, which is also being moulded into the actual chocolate of the Kitkat bars. Kitkat Chunky and Kitkat 2 finger bars will feature the hashtag from January, with Kitkat 4 finger following from April 2015. Nestlé is also adding a new flavour Kitkat to the range. Kitkat Toffee Treat will be available as a limited edition 4 finger pack well as a permanent 2 finger 8 pack. A spokesman for Nestlé UK & Ireland said: “With huge media investment, and a raft of exciting and innovative activity, the Celebrate the Breaks campaign from Kitkat is going to be extremely valuable to the confectionery category in 2015, driving additional sales and profits.”
» Categories: None