To launch KIT KAT Chunky Cookies & Cream we created an internet-only campaign called 'Chunga'. The brief was simple. Engage teens with content that fulfills the KIT KAT brand promise of 'have a break' to generate brand awareness that will result in sales. The centerpiece of the campaign was a 5-part mockumentary film called 'Chunga-Struck' which was distributed via podcast, video sharing sites & streamed through banner advertising.

The film provided the back story to Chunga and it's most famous player, Hans Fagerlund. The Chunga-struck films recruited consumers for a wider campaign - The Chunga Championship. The championship was a web based Chunga game consumers could play against Hans, friends & other players in realtime. This was a tournament designed specifically for users of social networking sites Myspace & Facebook. With no other media or promotional activity supporting the launch of this product, its success was down to the entertainment value of these internet films.