GLOBAL BRAND PLATFORM: Snap Out Of It
(Year 1 - ‘KATAPULT’)
Have a break, Have a KITKAT is one of the best-known and longest-running brand ideas ever. But by 2017 it needed to be freshened up. So we developed a new platform - ‘Snap Out Of It’ - to illustrate the universal relevance of breaks. It launched with ‘Katapult’ - which did all the stuff below - and then went global. A few times over.
- Reclaimed the number 1 spot in the chocolate category
- Resulted in a sales increase of 46%
- Became picked up globally, running in the UK, Europe, Africa, Middle East, Asia
and USA (where KITKAT is owned by Hershey’s, not Nestle)
- The next two iterations (Kowboys and Magik) were also adopted globally
- Resulted in 5 follow up global campaigns so far
Hero Film - ‘Katapult’
OLV
Social executions
- Effies, Finalist - Brand Value
Editor's Pick, Creativity Online
- Bronze, Direction - LIA
- Bronze, Production Design - LIA
- Best Ads, Pick of the Week (TVC 30')
- Best Ads, Pick of the Week (Social Videos)
KitKat France were the first to adopt the film globally, leading to it becoming the main global asset for a few years (it was still running in the UK where my mum an dad could enjoy it, five years after it launched). Thanks France!
Year 2 - ‘Kowboys’
After successfully launching the new brand platform in 2017, and seeing it run in six continents, 2 years later we had to follow it up. So we made a Western. The Snap Out Of It campaign reclaimed the number 1 position in the chocolate category, and resulted in a sales increase of 46%.
60’ TVC - Maps
3x 15’ OLV
Year 3 - ‘Magik’
2020 gave people more reasons than ever to need a break. So for the third iteration of the now-global brand platform, it made sense to make some ads about wizards, and cast Aussie screen legend Michael Caton in it. Then cover up his famous face with a giant beard…
30’ TVC
30’ TVC
15’ OLV