New Marketing Campaign
Campaign 1:
Re-Defining a Break
Aim:-
Our research shows that over the years, consumers’ definitions of breaks have become more narrow and conventional. With the help of this marketing campaign, we plan to radically overhaul many of the perceptions (regarding breaks) that exist in their minds, as well as re-enforce the brand’s connection with breaks.
Description:
The campaign will feature two distinct phases:
Phase 1 of the campaign will be predominantly aimed toward establishing new perceptions in the minds of consumers regarding breaks and break time situations. Fun, quirky advertisements depicting unconventional concepts such as “Break from Gravity” or “Break From Boredom” will help widen the perceived breadth of break time situations.
Phase 2 of the campaign will be aimed towards reinforcing the brand’s association with “breaks” as well as building brand resonance. During this phase the brand will reach out to consumers and ask them to share stories regarding different situations in which they used the brand to take a break. The brand will then feature some of the innovative and original situations in a print, television and social-media advertising campaign.
Campaign 2: Be cool- Have a Kit Kat
Aim:-
According to our research, there is a growing disconnect between the brand and its 18-24 year old consumer segment. As they see many of their parents, grandparents and younger siblings using the brand, consumers in this segment do not think of the brand as being young or cool- associations critical to their purchase decisions, and cannot identify with the brand. With the help of this marketing campaign, we hope to re-connect the brand with this consumer group.
Description:-
Aimed to create associations of “young” ,“cool” and “relevant” in the minds of the target consumers, this advertising campaign will integrate television, print, social media as well as sponsorship aspects.
Aim:-
Our research shows that over the years, consumers’ definitions of breaks have become more narrow and conventional. With the help of this marketing campaign, we plan to radically overhaul many of the perceptions (regarding breaks) that exist in their minds, as well as re-enforce the brand’s connection with breaks.
Description:
The campaign will feature two distinct phases:
Phase 1 of the campaign will be predominantly aimed toward establishing new perceptions in the minds of consumers regarding breaks and break time situations. Fun, quirky advertisements depicting unconventional concepts such as “Break from Gravity” or “Break From Boredom” will help widen the perceived breadth of break time situations.
Phase 2 of the campaign will be aimed towards reinforcing the brand’s association with “breaks” as well as building brand resonance. During this phase the brand will reach out to consumers and ask them to share stories regarding different situations in which they used the brand to take a break. The brand will then feature some of the innovative and original situations in a print, television and social-media advertising campaign.
Campaign 2: Be cool- Have a Kit Kat
Aim:-
According to our research, there is a growing disconnect between the brand and its 18-24 year old consumer segment. As they see many of their parents, grandparents and younger siblings using the brand, consumers in this segment do not think of the brand as being young or cool- associations critical to their purchase decisions, and cannot identify with the brand. With the help of this marketing campaign, we hope to re-connect the brand with this consumer group.
Description:-
Aimed to create associations of “young” ,“cool” and “relevant” in the minds of the target consumers, this advertising campaign will integrate television, print, social media as well as sponsorship aspects.
- Endorsement: Prominent celebrities and role models will be roped in to endorse the brand. The brand will leverage upon their existing associations with “youth”, “coolness” and “fun” to create similar associations for itself.
- Sponsorship: In a bid to present itself in a “fun” and “youthful” way, the brand will sponsor key “fun” events in local universities and polytechnics.
- Advertisements: The brand will carry out an integrated print, social media and television campaign where we will depict cool and fun ways to take a break in situations relevant to the youth. For example, do the chicken dance in the club or sing your heart out in the shower...