Magazine article Marketing

Kit Kat Links with MSN in Cross-Promotional Deal

Magazine article Marketing

Kit Kat Links with MSN in Cross-Promotional Deal

Article excerpt

Kit Kat, the UK's leading confectionery brand, has teamed up with MSN.co.uk, one of the most-visited web sites, in a deal that will see MSN branding appear on 50 million Kit Kat Chunky bars.

The agreement, which also sees Kit Kat branding appear on MSN's messenger services, will initially run for six months. It claims to be the first partnership between an FMCG and online brand.

A small Kit Kat logo will feature on the MSN home page, which is visited by 6.2 million users every month, according to MMXI Europe.

But the real value for Nestle, Kit Kat's owner, is the opportunity to reach the 2.1 million monthly users of the portal's messaging service, which allows real-time chat. The pages contained within the service have been redesigned to display Kit Kat branding as an integral feature. There are also links from MSN to the Kit Kat web site.

The web link, which launched on January 15, saw visits to the Kit Kat site increase by 16 times in the first week. …

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