Magazine article Marketing

Four-Finger Kit Kat Set for [Pound]3m Pack Revamp

Magazine article Marketing

Four-Finger Kit Kat Set for [Pound]3m Pack Revamp

Article excerpt

Nestle Rowntree is ditching the traditional folded foil and paper packaging of its four-finger Kit Kat bars in the first variation to the brand's packaging format since it launched in 1935.

The bar will be encased in a flow-wrap plastic foil, similar to the packaging for the Kit Kat Chunky variant. According to Nicole Broerse, brand manager for Kit Kat four-finger, the plastic foil keeps the chocolate and wafer bar fresh for up to three times longer than conventional folded foil.

The launch of the flow-wrap packaging will be supported by a [pound]2m TV, press and poster campaign in September and October through J Walter Thompson.

The theme of the campaign will juxtapose items that are difficult to get into, with the product. Consumer promotions, including instant-win prizes and a link with a high profile third party, will add a further [pound]1m to the launch spend.

The flow-wrap, which will be phased in from July 2, features a tear strip to allow "unhampered, finger-by-finger enjoyment in the old, traditional way", according to Broerse. …

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