Make breaks synonymous with KitKat

Make breaks synonymous with KitKat The idea was executed on the most highly rated entertainment channel (Star Plus) and MTV.On Star Plus:The anchor in a popular game show (Khulja Sim Sim) announces the commercial break saying, “I’m a little hungry, so lets’ take a KitKat break.” Run in four episodes.On MTV:Popular songs with the word ‘break in the lyrics (as in, ”please don’t break my heart in two”) are staggered on the word ‘break’. At that point an MTV VJ cuts in and enacts a funny moment, ending it with, “Have a break” or, “Give me a break”. This is followed by a KitKat breaking visual and the line “Have a break, Have a KitKat”. Runs several times a day round the year. Media insight was that, involvement with the programme is higher than the involvement with commercials. The submission is special because like all great advertising it picks up something that’s commonly around us and dovetails the brand message into it. Thereby, it gets the brand message into the programme naturally, without the crassness of obviously paid-for in-film placement.

Media insight was that, involvement with the programme is higher than the involvement with commercials.

The submission is special because like all great advertising it picks up something that’s commonly around us and dovetails the brand message into it. Thereby, it gets the brand message into the programme naturally, without the crassness of obviously paid-for in-film placement.

The idea was executed on the most highly rated entertainment channel (Star Plus) and MTV.On Star Plus:The anchor in a popular game show (Khulja Sim Sim) announces the commercial break saying, “I’m a little hungry, so lets’ take a KitKat break.” Run in four episodes.On MTV:Popular songs with the word ‘break in the lyrics (as in, ”please don’t break my heart in two”) are staggered on the word ‘break’. At that point an MTV VJ cuts in and enacts a funny moment, ending it with, “Have a break” or, “Give me a break”. This is followed by a KitKat breaking visual and the line “Have a break, Have a KitKat”. Runs several times a day round the year.

Universal McCann Team      Universal McCann