Last but not least: Break at last
To raise awareness of KitKat in Colombia, JWT «recreated» other campaigns. Quite elaborate—and quite good.
Kitkat used to be a foreign word in Colombia. The reason: the chocolate bar didn't even exist. So it was high time for Nestlé to fill this gap in the market too - with a modest annual turnover of over 90 billion Swiss francs (!), the world's largest food company is still nowhere near big enough.
Nestlé spent a peso or two on the communication surrounding the market launch. At least that's what the successful campaign suggests. JWT Colombia prominently staged the Kitkat slogan "Have a Break, have a Kitkat" and gave the protagonists of other advertising campaigns a break. Meaning: Kitkat in other people's hands on other people's posters. But not with guerrilla marketing and stickers, but the real thing. The agency recreated current campaigns and had the main actors take a break from eating Kitkat. The real protagonists, of course. All with the consent of the copied advertisers - but who would say no to that? Companies like Mazda, Banca Caja Social and Hero (not Hero) at least didn't object. The posters were put up on public transport in Bogotá together with Kitkat dispensers. Very nice. And now: Have a (summer) break! (hae)
