kitkat
a timeless chocolate brand turning everyday breaks into moments people share.
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problem
kitkat wanted to make valentine’s day feel a little more real and a lot more fun. instead of another predictable love-day campaign, the brief was to bring people together through something simple, human and shareable. this was a multi-agency mandate, and our role was to lead the creative thinking: ideation, scripting and creator communication. the task was straightforward on paper but tricky in practice. how do you refresh one of the world’s most recognisable brands without losing the heart of “have a break”?
solution
the split pack turned into one of the biggest valentine’s day debates of the year. – 4.7m+ engagement – 878m+ views – 1b+ impressions – 2.77 percent lift in brand recall the conversation spread across households, group chats and creator circles. eventually, it got so big that the brand had to step in on prime time and ask everyone to “take a break” from the bickering and celebrate love instead. a simple packaging tweak, clear creative direction and the right creator narrative made the campaign impossible to ignore.
we started with the product itself. the iconic kitkat logo is made of two parts: kit and kat. that insight became our creative unlock.
we reimagined the valentine’s day packaging by splitting the logo into two separate units: one bar labelled “kit” and the other “kat”. the idea was simple. two halves that make a whole. two people who complete each other’s break. it turned a regular pack into a playful exchange between couples, friends, siblings or anyone who wanted to share a moment.
once the core idea was locked, we built the scripts, content angles and creator direction around the tension: who’s the kit and who’s the kat? a lighthearted debate that could spread fast, spark reactions and get people tagging each other.
our communication kits for creators were tight, clear and built to maximise the debate. we aligned with other partner agencies to keep the story consistent across platforms while ensuring the creator-led content felt natural and unscripted.
influencers picked it up instantly. couples and best friends jumped into the argument. the internet did what it does best and turned the whole thing into a running joke.
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see also
