In another attempt for chocolate companies to target women, the KitKat Senses chocolate bars are being promoted in conjunction with Girls Aloud. The spot works in favour for both -- KitKat chocolate is promoted with a young, hip, female celebrity endorsement, and the girl band is using it as PR damage control.
The UK girl band's appearance includes Sarah Harding, the trouble-making party girl who was rumoured to be leaving the group. UTalk Marketing calls the KitKat campaign, created by JWT, a PR stunt to demonstrate things are running smoothly for the band, crushing rumors of the break up.
What's Driving This Trend
- Targeting Women with Chocolate
- Disruptive innovation opportunity: Create and market chocolate products that specifically target women, utilizing celebrity endorsements and PR stunts.
- Celebrity Endorsements for Chocolate
- Disruptive innovation opportunity: Collaborate with popular celebrities to promote chocolate brands, creating a connection between the product and the celebrity's image.
- Using PR Stunts in Marketing
- Disruptive innovation opportunity: Implement attention-grabbing PR stunts as a way to generate buzz and maintain a positive brand image.
Who This Affects Most
- Chocolate
- Disruptive innovation opportunity: Develop new chocolate products that cater to specific target markets, such as women, by incorporating unique flavors or packaging.
- Celebrity Endorsement
- Disruptive innovation opportunity: Offer celebrity endorsement services to brands, helping them create effective marketing campaigns and reach their target audience.
- Marketing and Public Relations
- Disruptive innovation opportunity: Develop innovative strategies and tactics for marketing and PR, such as utilizing social media influencers or creating viral campaigns, to generate maximum exposure and engagement for brands.
