“We talk about it as internet content-something that’s fun, easily digestible and easy to understand.” “It’s what you do to refocus, to recharge and get back to what you were doing,” Norton says. With modern technology, breaks usually occur when people consume social media. Norton says the value of the break remains, whether it lasts three seconds or 30 minutes. “It was an opportunity for us to not only modernize our campaign but modernize how we communicated with our consumer.” “It used to be this extended break that you take, and now it’s the expanse and number of different ways in which people engage in media,” Norton says. It wasn’t just the jingle that could use an update, though: the concept of breaks has changed as well.
#KIT KAT TAKE A BREAK UPDATE#
“As we look at the other brands in the category, we definitely skew much younger than those brands do.”Īccording to Norton, Hershey saw the data and considered it an opportunity to take Kit Kat’s iconic positioning around breaks-as referenced in its “Gimme a Break” jingle-and update it for a younger audience. “When we looked at who was consuming our products, we were pretty surprised by the percentage of people who were younger,” says Ian Norton, director of Kit Kat and PayDay at The Hershey Company.
0 kommentar(er)
