In a move that will both send many fans into tears while consoling them at the same time, KitKat released special edition chocolate bars for the One Direction break.
For months the media and fans alike have speculated about the boy band's extended hiatus that began following their X-Factor finale performance on December 13th. While reports differ on when exactly 1D will be returning (or if they will return at all), these limited edition chocolate bars are tying the music news into their already popular branding on having a break.
Four different exclusive wrapper designs are available for each of the four members: Harry, Niall, Liam and Louis.
Other brands have also capitalized on the One Direction break, including Pizza Hut UK, who have offered the boys jobs during their sabbatical.
Key Themes Behind This Trend
- Limited Edition Fandom Merchandise
- Opportunity for brands to create limited edition merchandise tied to the break of popular bands/singers and tie it into their branding or product offering
- Celebrity Collaborations
- Opportunity for brands to collaborate with celebrities on special projects that generate hype and buzz around both parties
- Branded Snacks and Food Products
- Opportunity for food and snack brands to create special edition products that cater to the fandom of popular bands/singers
Where This Applies
- Music and Entertainment
- Opportunity for music and entertainment companies to partner with brands on special projects or merchandise that keeps fans engaged during hiatus or breaks
- Food and Snack Industry
- Opportunity for food and snack brands to capitalize on fandom culture and collaborate with celebrities on exclusive campaigns to generate buzz and hype
- Marketing and Advertising Industry
- Opportunity for marketing and advertising agencies to develop innovative campaigns that leverage the fanbase of popular bands/singers to reach a wider audience and drive sales
