The WARC Podcast Most Contagious: KitKat's longevity secret, Scambaiter Granny and more
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Dec 9, 2025 Join Joelle Caputi and YL Jabi from KitKat as they explore the secret sauce behind the brand's enduring success over 90 years. They discuss striking a balance between timeless brand elements and modern relevance. David Masterman and Simon Valcurell reveal the ingenious creation of 'Scammer Granny,' an AI designed to outsmart fraudsters while adding a humorous twist. Katrina Sturton-Dodd shares insights on how brands can foster community and connection in today’s world, encouraging a shift from individualism to belonging.
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Consistency Fuels Long-Term Relevance
- KitKat pairs a fixed strategic core with cultural flexibility to stay beloved for 90+ years.
- Distinctive assets and a product truth (the break ritual) act as a springboard for new relevance.
Separate Fixed From Flexible Elements
- Define what's fixed and what's flexible before changing a heritage brand.
- Use that structure to guide decisions and avoid unnecessary alterations.
Three-Way Alignment Creates Coherence
- KitKat aligns belief, product truth and audience truth on every launch to keep coherence.
- Five simple distinctive assets ensure consistent memory structures across media.