Cannes Lions

KITEKAT PET FOOD

MAGIC MOMENTS, Vienna / MASTERFOODS / 2005

Presentation Image

Overview

Entries

Credits

Overview

Execution

The 1.75m tall cat performed in different outdoor areas of Vienna: he roller skated along the Danube boardwalk, chasing a radio controlled mouse, became friends with a human-sized chicken, interviewed people about cat rights and did business with his secretary on his mobile phone. But the highlight was his appearance in the Vienna City Marathon, where he managed to get free live TV coverage, giving an extraordinary impact to the idea.

Outcome

This image-building effort of using the brand's mascot as an icon, implemented in a broad media campaign with his appearance in the Vienna City Marathon as the highlight, raised the brand's market share more than 2 points.

Similar Campaigns

12 items

COFFEE MOMENT ENSEMBLE

BASCULE, Tokyo

COFFEE MOMENT ENSEMBLE

2017, NESTLE

(opens in a new tab)