2. Ownership
WPP Group is the parent ownership of JWT.
• The J. Walter Thompson Company was incorporated in 1896, and
opened his first office in London in 1899.
• 'In 1900, JWT published a house ad explaining trademark advertising.
This was the first known commercial explanation of what we now
know as branding. Thompson soon became known for his philosophy
of drawing a straight line between the manufacturer and the
consumer."
• WPP plc is a British multinational advertising and public relations
company with its main management office in London, England, and
its executive office in Dublin, Ireland.
• The world's largest advertising company by revenues, and employs
around 162,000 people in 3,000 offices across 110 countries.
• It owns a number of advertising, public relations and market
research networks, including Millward Brown, Grey, Burson-
Marsteller, Hill & Knowlton, JWT, Ogilvy Group, TNS, Young &
Rubicam and Cohn & Wolfe
3. Operating model
• JWT operate through all the platforms
from market research to audience
research they use many means of models,
like social media platforms, print based
advertisements, television and and any
way to get an audience to see their
advertisement.
4. Products
• JWT creates advertisement for many
different products, from kinetic powered
football pitches in Rio to web based KitKat
and the bending iPhone 6 creative ad.
5. Market position
JWT is one of the leading and has the most influential presence in the
global sector as it has over 200 offices on over 90 countries world
wide and has its headquarters based in new york. In 2005 the business
was rebranded by shortening J. Walter Thomas to JWT.
JWT has nearly over 10, 000 employees who serve over 1,200
different client companies. Some key clients:
• HSBC
• Kelloges
• Rolex
• Nokia
• Vodafone
• Cadburys
7. The KitKat Pillowbook
• Nestle: Kitkat created the product
Pillowbook along side JWT to create the
promotional advert.
8. Purpose
• The purpose of this product is to increase brand recognition,
putting the advert on the internet means that people can share
and like the KitKat post hoping that more and more people will
see it,
• Ideally it will go viral for then creating a more recognition to
the branding and for the slogan “Take a break, have a Kit Kat”
• The purpose of the products according to the advert is so that
college students can “catch up on their precious sleep in
between lessons” assuming that they lead packed lifestyles
with going out at night, getting sleep at early hours in the
morning and studying through the day.
• They designed this product to “help” Uni and college students.
9. Genre
• The genre of this advert is a chocolate bar using a newly different associated
product to promote the general branding products, this means this advert looks
like an informercial, which is creating a smaller, side product to advertise the
bigger product within.
• We normally expect a chocolate bar advert to be bright, colourful and reflecting
on the brand colour. They normally include a joke, a funny slogan or have the
advert be sudductive to help is stand out from all the others chocolate adverts.
• For example the Twix advert, Twix comes as a due so
they have put one on it’s own and with it being illustrated
as a game of hang man being single is horrible so why
don’t you buy a Twix as it comes as a pair.
• The KitKat advert of the pillow book is different as they are advertising a product
made by them to promote the chocolate bar brand and aiming at a particular
audience which is 18-25 year old who go to college and university, unlike the
twin advert that are aiming at whole general public but you could argue and say
that they are aiming at single people due the the nature of the advert.
10. Form
• This advert is web based and was only
advertised on the web,
• Although it could be print based their
product did not do well enough for them
to make it as a print based advert.
• The advert was not been designed to be
print based, this advert would belong on a
small information/advertising space in a
newspaper or a magazine.
11. Style
• This advert still fits the style of a typical chocolate
advert or Kit Kats adverts with the colour scheme mainly
• But also has the all the conventions of a Kit Kat advert,
except it has a picture of people using the product and
not using different genres and age groups which could
narrow the target audience down.
• The advert is ver visually presentable in the way of how
it is bright and interesting to look at at, with all the
different elements, picture of product, picture of the
target audience, KitKat slogan, and short paragraph
explaining why the product has been brought out and has
the red colour scheme of the company.
12. Frequency
This advert is based on social networking sites such as
Twitter and Facebook. This means when someone goes
on to that social networking site, more than likely they
are going to see it, especially on the dates that the
experiment happened on, as it created a world wide
disscusions. So as well as Kit Kat being widely spoke
about on the internet there are many, many advert
around the average person on an average day with the
bill boards, radio adverts, TV advert, Kit kat wrappers on
the floor means that the average person gets exposed to
Kitkat many times a day regularly even if they didn't
consciously know it, they did. Then they log on to social
networking and get exposed to more of Kit Kit, this just
shows how much of the confectionary and advertisement
market Kit Kat owns and how well know they are.
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13. Content
• The content again has all the conventions of a Kitkat advert, such as the colour
scheme,KitKat logo, title of the product, but they have a pitch like paragraph
on the advert to brief the audience on what the product is and what it’s for as
this product is not a typical KitKat product.
• The advert includes, a picture of the product, logo, branding audience using
the product, and a short brief of information so the audience know what the
product is for and whom it is aimed at.
•
A picture of
the product,
from two
different angles
Branding colour scheme
Image of target audience
using the products.
Titles of the product The Branding name and logo
A brief of the product
14. Meaning
• The meaning of this advert is to get the a new and desired target audience to buy
their product and to create more brand recognition. The audience read the advert
like it’s caring about college and university students working hard as it assumes that
they lead packed lifestyles with education and their social life so when Kitkat
created this adverts they create the illusion that they care about how much sleep
they are getting by creating this product to catch up on their sleep, when actually
they only care about the money that they will be making and promoting their
company.
• The picture is used to get the audience more interested in the overall brand, which
is chocolate bar, the product that they are advertising gets the whole brand more
recognition with the target audience which is aiming at young teen preferable that
are still at college and university.
• The meaning has been created by the brief
on the advert, by explaining why they brought
the product out and how it help people who
by the product.
15. Production process
The production process of this product is:
1. Concept idea.
2. Brief of the product and how well it will do in
the marketing.
3. Prototype
4.Final product.
5. After the final product has been made
advertisement will begin and the product
product will go ahead.
16. Production process
• The process to make the advertising poster or
infoposter.
• You’ll need a picture of the product to have on the
poster, so an organised scheduled photoshoot which can
also use it to take shots of the models in the poster.
• Graphic design for the poster including colour scheme,
font choice.
• The poster is an info graphic so the information that
they have placed on their would of to be copyright
checked.
• Once all these steps have been done, all the extras like
the title, logo, etc would of added and made sure that
the poster is symmetrical and attractive. 16
17. Target audience
• The target audience for this advert is for people who eat chocolate, getting more people to
eat KitKat bars, this product aims the brand at college / university students preferably ages
between 16-25. This advert is web based so it is aimed at people who use the web more than
likely ages between 16-25 which are people at college and university so putting it on the web
it quite ideal to the audience it is aimed at.
• The advert has images of the people using the product in which are male, so you could argue
and say that this product is aimed at males.
• Kitkat have a wide variety of different target audiences, they target many different people by
bringing out different products that aim towards a variety of different audiences such as
different ages, specific genders and in different developed countries etc. This is how they
have created a large audience for them selves, here are some examples:
• Kitkat sale figures show that they are on an increase by each year by 0.1% so they are either
gaining a bigger audience or the same audience are buy more of their products. They also do
not have a specific target audience, their target are males and females of all ages.
16-25/College and Uni Chocolate and Kit lovers House holders (Dinner tray)
18. Target audience
• Everyones put into categories from A1-E2 depending of their location/household income/occupation/
ownerships etc. This is called the SEC System, Social-economic classification system.
Here is a typical grid that would be made to help create target consumers for a business, this one has been
made to aim at college students.
This is similar to what KitKat or any
other company would do to try and help
target an audience for their product.
For an example if KitKat brought out a highly
expensive, top quality chocolate bar that was
really small or didn't get much in a packet and is
still only for a snack. They wouldn't expect a
college student or someone with not a lot of money to
by this product regularly or enjoy spending that much
money on such a small product because it wouldn't be
fully satisfying for a college student consumer with a low
budget so they would expect a person that have a high house hold income and that wouldn't mind spending
habit more on a chocolate bar to by that product. An example of a piece of chocolate that are like this are
Ferrero rocher or Lindor Chocolate. You can tell that these products are aimed at people that like quality
over quantity as you don't get much in a packet which are people who have high household income because
they are expensive unlike Kitkat chocolate bars. If Katkat changed their chocolate bars to better quality and
more expensive they would be expected to also change their font and packaging layout to be more
attractive to a higher income target audience.
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19. Repackaging
• During the 1990’s Kitkat change the
packaging of their KitKat chocolate with
different packaging because some people
thought it looked like it was not wrapped
properly and wasn’t hygienic enough.
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20. Repackaging and rebranding
• When Kitkat change their packing on their chocolate bar they also
invested into rebranding the image to make them look more world
friendly. Which after the forrest destruction campaign against their
creator, Nestle they wanted to present their product to be a high
quality and moral ridden. They way they got this across to
consumers is by making their product fair trade tot he coca farmers,
adding a ‘clean up your litter’ picture on the packed and by giving
the consumer a nutrients guideline to eating their products.
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21. Spending power
• The reason that Kitkat has aimed this product at this
age group is because they have the most disposable
income when compared to most or any other age
groups so it would make sense to have this product
aimed at college and university students because
the product probably wouldn’t last to long as the
inflatable would deflate and become warn.
• Statistics show the the most disposable earned
income are from the retired but that is not included
teens this is due to them not required to pay bills,
are often given an allowance, and are provided for.
22. Distribution
• Not many of these products were distributed overall as it was just sold on the social
media, like Facebook, Twitter, etc but only a few were sold within the media industry to
different media sectors to people that found that product useful and interesting.
Although there was a 16% increase in like on Kitts Facebook page, only 50 of the
products were distributed on the first day and not many more follow the release day.
• http://www.advertolog.com/kit-kat/directmarketing/pillow-book-17345555/
• You would typical find this style of advert in a magazine on a small information section.
• If you would like to advertise on Twitter you have to pay a daily fee of between £0.01 to
around £1.50-£2, I can image that Facebook will be similar.
• Twitter have 6 rules that you have to obeyed by when advertising.
1. Keep users safe.
2. Promote honest content and target it responsibly.
3. Don't distribute spam, harmful code, or other disruptive content.
4. Set high editorial standards for the Twitter Ads content you create.
5. Set high standards for the off-Twitter connections you create.
6. Be informed about the Twitter Ads processes that support these policies
7. https://support.twitter.com/articles/20169693-twitter-ads-policies
23. Products impact
• The product did not make much of an
impact on the general public and its
audience and it was not widely advertise
through different sectors and was never
sent through to be print based. The
product was only advertised on social
media.
24. ASA - Legal issues
• ASA, Advertising Standards Authority work alongside CAP, The Committees
of Advertising Practice, they write and maintain the UK Advertising Codes,
which are administered by the Advertising Standards Authority.
• ASA is the UK’s independent regulator of advertising across all media.
They apply the Advertising codes, which are written by the committees of
Advertising practice. Our work includes acting on complaints and
proactively checking the media to take action against misleading, harmful
or offensive advertisements.
• ASA 2have set the rules/laws that you must have to be responsible, must
not mislead, or offend any specific rules that cover advertising to children
and ads for specific sectors like alcohol, gambling, motoring, health and
financial products.
• There was no complaints made by ASA toward KitKat’s Pillowbook.
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25. Legal and ethical issue
• The ethical issues with this is that there
are 3 pictures on the advert and all of
them are white males, aged between
18-25. The problem with this is that
people could see this as Kitkat only
advertising at white people or males, so
them using these pictures narrows down
their target audience to that group and
could even find offence to some viewers.
26. Legal and ethical
• Nestle have had to fight off a campaign against Kit Kat by
Greenpeace about the destruction of the rain forest. Nestle cut
down more than x about of tree to make their oil that is used for
many product from making paper to making chocolate KitKat. The
problem with this that is it left a carbon footprint on the planet to
make their products by cutting and burning down the forest in Africa
which were many of the orang-utans live. So by cutting down the
trees to create their oil they were increasing the carbon in the air
and killing innocent endangered animals by taking away their
habitats.
http://www.greenpeace.org/international/en/campaigns/climate-
change/kitkat/
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27. Kit Kat advert - Moving Image
https://www.youtube.com/watch?v=jIhPDuvr3No
Here is a moving image advert made by JWT
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28. Kit Kat - Space Advert
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Here is another advert made by Kit Kat, Kit Kat have a a huge campaign with their
slogan “Have a Break have a KitKat” they have many different adverts to to fit in
with their slogan. Most of their advert are of people taking a break from work or
their general activities to stop and enjoy a KitKat. Kit Kat have been very successful
in keeping their slogan through out the company history.
The KitKat advert were a KitKat gets sent off to space is the first advert to feature
this, a confectionary chocolate bar being in space and out of our stratosphere. JWT
planned this over a 6month period of time so that it will all run smoothly, preparing
for the hot air balloon to be able to carry the weigh of the Kitkat and a go pro
camera all the way up! 116,490ft (35.5km/22 miles) to be persisted, they even
planned down to the perfect day where the weather would be it’s calmest so the
experiment did not become a disaster and reached it’s goal and by all the social
networking hype about it, hash tagging #Breakfromgravity sure made sure that the
world saw what JWT and KitKat was getting up to. The advert was a huge success it
gained world wide excitement and astonishment. This is advert has the same
element as all of Kitkat adverts which is taking a break, like the pillow book advert
this advert is also taking a break, taking a break from the world and reality like the
pillow book is designed so people can have a break from the world and with the
break from gravity advert you taking a break that is out of this world!
29. #BreakfromGravity
The KitKat advert was
posted up on social media
straight away creating and
huge discussion about to
technology and goals that
KitKat are achieving with
their new innovative way
to get a world wide
discussion about their
products. The Kit Kat left
earth at 1120PM from
Cambridge, UK. It was
strapped to a weather
balloon and attached to a
GO Pro camera. 29
30. Nestlé
• Nestlé is the world’s leading nutrition, health and wellness company. Even thought they are
responsible for some leading chocolate brands like KitKat. They major player within the UK and
Irish food industry employing 8,000 employees across the 23 sites. They are proud to produce some
of Britain’s best loved brands such as Kit Kat, Nescafé, Smarties, Buxton, Go Cat and Shreddies.
They are one of the UK and Ireland's food industry’s major exporters, exporting over £346m worth
of products every year to over 70 countries around the world.
• Although Nestlé has the reputation of bringing the world their beloved chocolate and best known
products, in the 1970s they gained a reputation damaging boycott against their campaign of
powdered milk. This is due to all the unnecessary health problems and deaths in babies in less
economically developed countries. These health and death problems have occurred due to their
baby milk because of the added ‘Bispherl A’ which is a carbon-based synthetic compound used to
make certain plastics. This is a quote by Nestlé “There is no question about breast milk being the
best start a baby can have in life. Nestlé firmly believes that breastfeeding is the best way to feed
a baby and is strongly committed to its protection and promotion.” So with this quote Nestle is
just backing up the research into the health warning of their products. They exported x amount of
their powdered baby milk in the the east which created a huge protest towards Nestlé.
• http://www.businessinsider.com/nestles-infant-formula-scandal-2012-6?op=1&IR=T
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