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K I T - K A T
KIT KAT VIDEO
KIT KAT VIDEO
INTRODUCTION
INTRODUCTION - KITKAT RUBIES
The Kit Kat brand of confectionery has launched its first premium gifting chocolates in the form of Kit Kat Rubies.
Fashioned after the precious gem stone, the treat introduces premium ingredients including chocolate truffle cream and imported roasted hazelnut pieces over a crispy wafer centre enveloped in milk chocolate. Kit-Kat struck the perfect opportunity to bring in more selection for targeted consumer.
- Product of Gifting and Sharing
- Premium Recipe, Aesthetic Qualities with Luxury Packaging Design
KEY MESSAGE
KEY MESSAGE - KIT KAT
- KIT-KAT BRAND OF CONFECTIONERY INTRODUCE ITS FIRST LUXURY PREMIUM GIFTING CHOCOLATE IN THE FORM OF KIT-KAT RUBIES FOR CHINESE NEW YEAR
- Premium Recipe, Aesthetic Qualities with Luxury Packaging Design
BIG IDEA - KIT KAT
- Have an indulgent break this Chinese New Year with Kit Kat Rubies
BIG IDEA
OBJECTIVE OF THE AD
OBJECTIVES
- To create awareness of the Unique Premium chocolate as Gift and Sharing
- To introduce the new variant confectionery, Kit Kat first venture into the Premium Gifting chocolate segments
- To increase market penetration and sales during festive seasons
TARGET AUDIENCE
DEMOGRAPHIC
DEMOGRAPHIC
- Male / Female
- Single / Married
- Age ( 21 - 35 y/o )
- Working Class
- Income ( RM 1500 and Above )
PSYCHOGRAPHIC
PSYCHOGRAPHIC
- Generous and Thoughtful attitudes towards Family and Friends
- Fancy
- Unique
- Something Special and Different
RESEARCH
RESEARCH
Personal Consumption
Most Purchase Brand
85% of the respondents said they bought Kit Kat impulsively versus only 15% saying they planned to buy Kit Kat. This shows the high importance of packaging and recognition for Kit Kat.
TONES AND MANNER
- Fancy
- Provocative
- Prestigious
- Premium
- Elegant
TONE & MANNER
EXECUTIONAL TECHNIQUE
- Demonstration of the Product ( Premium Recipe, Aesthetic Qualities with Luxury Packaging Design )
- Emotion ( Love, Joy and Sharing )
AD ANALYSIS
ADVERTISEMENT ANALYSIS
After watching the "Kit Kat Rubies" commercial I believe they have made their new product look very extravagant and premium.
It definitely makes it stand out from it's usual marketing strategies, usually when I watch a Kit Kat commercial I don't necessarily want to have a Kit Kat but thanks to this advertisement making it seem more special, exclusive and premium.
I feel the urge to buy and eat one as it can give me the satisfaction of owning a Ferari but just in chocolate form.
RELEVANT ANALYSIS
“Rubies are delicate gemstones and they reflect what we want to convey through this latest product,” said Nestle Products Sdn Bhd confectionery business unit business executive manager Sachin Goel. - The Star ( 3 Jan 2015 )
“The choices for giving premium-standard chocolate were limited in the past. This struck us as the perfect opportunity to bring in more selections for customers,” he said. He added that there were many occasions for Malaysians to celebrate, which makes the new product great for gifting and sharing. According to Goel, the launch of the new variant marked the Kit Kat brand’s first venture into the premium gifting chocolate segment. - The Star ( 3 JAN 2015 )