Future Proof
Tech frustrations and chocolate breaks, a conversation with KitKat’s creative minds
Sep 20, 2024
Join Wael Jabi, KitKat's Head of Marketing, Tom Drew from VML London, and Polly Wyn-Jones of Kantar for an insightful chat about marketing magic! Discover how they turned tech frustrations into a captivating campaign. They discuss the balance of global branding, the power of humor, and how consumer insights shape effective advertising. The team shares their strategies for keeping the 90-year-old brand relevant in a fast-paced world, ensuring every chocolate break connects with modern consumers in meaningful ways.
18:57
Episode guests
AI Summary
AI Chapters
Episode notes
Podcast summary created with Snipd AI
Quick takeaways
- KitKat's latest campaign cleverly addresses modern consumer frustrations with technology, positioning the chocolate bar as a relatable solution for taking breaks.
- Utilizing humor as a core element, KitKat's marketing strategies enhance consumer engagement and ensure memorable, shareable advertising experiences.
Deep dives
Understanding Consumer Insights
The campaign for KitKat centers around the idea of breaks, particularly in relation to consumer frustrations with technology. The marketing team identified that modern consumers often feel overwhelmed by tech issues, making it crucial to position KitKat as a solution to these frustrations. By conducting thorough consumer research, the team uncovered the common sentiment that people seek a break from tech-related annoyances. This insight informed the campaign's creative direction, allowing KitKat to resonate with consumers on a contemporary and relatable level.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
