Nestle and Google has decided to hone in on the fact that a KitKat break often results in a YouTube Break -- which is why this phrase is the center of a collaborative campaign. Working together to celebrate their 80th and 10th anniversaries respectively, the YouTube Break branding will be seen on 600,000 candy bars in the United Kingdom.
Of course, KitKat wouldn't stop at just a YouTube Break. This is simply the first of "72 different types of ‘breaks’ to feature on more than 400 limited edition designs across 2 and 4 finger and Chunky bars as part of the campaign," according to the brand. As for this particular release, the press release reads, "The campaign is based on the consumer insight that KITKAT® consumers are also YouTube fans, and that the video platform is uniquely placed to provide real time insights into the world’s most watched videos."
Cross-Promotional Chocolate Packaging
KitKat's YouTube Break Redesign Commemorates 2 Anniversaries
Trend Themes
1. Cross-promotional Branding - Opportunities for brands to collaborate for cross-promotion purposes, leveraging each other's audiences for greater reach and engagement.
2. Limited-edition Packaging - The use of limited-edition packaging to create a sense of exclusivity and urgency among consumers, and entice them to make a purchase.
3. Consumer Insights-based Campaigns - The use of consumer insights to inform marketing campaigns and create messaging that resonates with target audiences in a deeper way.
Industry Implications
1. Confectionery - Opportunities for confectionery brands to leverage cross-promotional branding to launch limited-edition packaging designs that appeal to consumers' love of exclusivity and suspense.
2. Digital Platforms - Opportunities for digital platforms to collaborate with consumer brands for cross-promotional purposes, leveraging each other's audiences to increase engagement and loyalty.
3. Marketing and Advertising - Opportunities for marketing and advertising agencies to help consumer brands develop insights-based campaign strategies that deliver messaging that resonates with target audiences and drives sales.