Break the rules

Premiumisation has become a well-established strategy in the search for growth. The challenge for Kit Kat in developing a credible premium offer, was the brand’s deep-seated association with the simple, everyday pleasure of a break.

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The key to finding a solution was to redefine the meaning of a break – and to reframe the value associated with it.

We worked to develop an innovation pipeline that built value into this trusted and established brand in a culturally resonant way. A creative blend of insight techniques identified the emotional added value of a break, not just from work, but from expected norms of behaviour.

This drove an innovation mix where the established ‘rules’ of product, pack format and occasion could all be broken – while commanding a higher price and still remaining true to the spirit of the brand.

Redefining the meaning of a break