Kit Kat 2014 Strategy

OUR RESPONSE TO
THIS BRIEF WAS
GUIDED BY OUR
PROCESS:
NAVIGATOR
2

WE ALSO ALIGNED NAVIGATOR WITH
NESTLÉ’S HOUSE OF BRAND BUILDING

• Discover – Recap on the brief
• Discover - Know your consumer
• Discover - Brand vision and essence
• Create - Engaging brand experience
• Create - Plan & execute flawlessly
• Measure – Plan & execute flawlessly
1
2
3
4
5
OUR AGENDA TODAY
6
Sample text

YOUR BRIEF IN BRIEF
BUSINESS
MARKETING
Grow KIT KAT to Become the iconic #1 chocolate brand in
the Middle East by:
1. Widening Consumer Base via establishing KIT
KAT formats (Chunky, PPP, Small bites, and
Minis).
2. GainingTOM Leadership.
3. Winning in-store.
A. Sales growth: +8%.
B. Market share growth of 200bps (Nielsen, total NME).
C. Increase in Household penetration by 400bps. (Worldpanel KSA).

KIT KAT Regular
1. Increase Repurchase by 400bps. (Brand Opportunity)
2. Increase BHT scores for relative “Perfect for my break” vs. Galaxy by 200bps.
Task: Create a strong bond between KIT KAT and its audience through emotionally
engaging and entertaining ‘break’ stories.
KIT KAT Chunky:
1. Increase trial by 400bps. (Brand Opportunity)
2. Increase BHT scores for: “Brand for me” by 300bps.
3. Increase in relative “Perfect for my break” vs. Snickers by 400bps.
Task: Educate consumers on KIT KAT CHUNKY as a format of KIT KAT & develop it as
an entertaining up-to-date brand that can be enjoyed alone or with friends during
any break
THROUGH BEP, WE’VE
UNCOVERED THE
COMMUNICATIONS OBJECTIVES
COMMUNICATIONS

KIT KAT COMMUNICATIONS ARCHITECTURE
FORMATS
BRAND
CORE CONSUMERS
COMPETITION
CAMPAIGN
CREATIVE
MEDIA ENGAGEMENT
MEASUREMENT
CELEBRATE THE BREAKERS
DRIVE REPURCHASE WITH
BUSY GO-GETTERS
DRIVE TRIAL WITH
TRENDY INNOVATORS
BIG IDEAL NEVER UNDERESTIMATE THE POWER OF A GOOD BREAK
SINGLE PLATFORM
SEGMENT BY BRAND AND CORE TARGET
OPPORTUNITY REPURCHASE TRIAL

LET’S HEAR FROM KIT KAT’S
TARGET AUDIENCES
Busy Go Getters
Fahad/Noura
Trendy Innovators
Youssef

VALUES
Family is their main
priority
Always on the Go Value Seekers
WE KNOW THE BUSY GO GETTERS
Pressured & Stressed
Source: TGI GCC 2012

Entertainment Tasks
Use of contacts for entertainment
purposes, such as listening to music,
watching video and playing games
Use of contacts to get information on
products, services, news and interests,
as well as for tasks like shopping &
banking
Digitally Connected
Digital Enthusiast
Digital Pragmatist
Predominately use traditional
media but also use digital for
specific / limited tasks
Use traditional media but
increasingly replacing it with digital
Light/medium users of traditional
media
Evolution
Entertained
Pragmatist
Task-Led Pragmatist
Task-Led, Connected…
Entertained Enthusiast Task-Led Enthusiast
Social Interaction
Use of contacts to communicate &
keep in touch with friends/family,
interact with like minded individuals
& share
Social Pragmatist
Connected Socialite
Social Enthusiast
Connected Entertainment
Seeker
ALL ARE CONNECTED ENTERTAINMENT SEEKERS

WHEN THEY NEED A SPARK OF POSITIVITY
DURING THEIR DAY
THEY ARE
RECEPTIVE

WHEN IT COMES TO MEDIA, THEY’RE EXPOSED
TO VARIOUS COMMUNICATION CHANNELS

PRIMARILY COMMUNICATE WITH THEM
THROUGH TV, DIGITAL, IN STORE AND OUTDOOR
NOT
STRATEGIC

Active & Social Lifestyle
Image Conscious Seek variety and change
WE KNOW THE TRENDY INNOVATORS
Adventurous Spirit
Source: TGI GCC 2012

Entertainment Tasks
Use of contacts for
entertainment purposes, such as
listening to music, watching
video and playing games
Use of contacts to get information
on products, services, news and
interests, as well as for tasks like
shopping & banking
Digitally Connected
Digital Enthusiast
Digital Pragmatist
Predominately use traditional
media but also use digital for
specific / limited tasks
Use traditional media but
increasingly replacing it with
digital
Light/medium users of traditional
media
Evolution
Entertained
Pragmatist
Task-Led Pragmatist
Task-Led, Connected…
Entertained Enthusiast Task-Led Enthusiast
Social Interaction
Use of contacts to communicate
& keep in touch with
friends/family, interact with like
minded individuals & share
Social Pragmatist
Connected Socialite
Social Enthusiast
Connected
Entertainment Seeker
ALL ARE CONNECTED
ENTERTAINMENT SEEKERS

WHEN THEY’RE OUT WITH THEIR FRIENDS
AND CRAVING SOMETHING NEW & DIFFERENT
TRENDY INNOVATORS ARE
RECEPTIVE

PRIMARILY COMMUNICATE WITH
THEM THROUGH DIGITAL, IN
STORE AND OUTDOOR
NOT
STRATEGIC

Target Consumer Attributes
KitKat Brand Essence
Unpretentious
Allows you to be yourself
Perceptive, empathetic sense of humour
Involving ritual which helps you disengage
Lighter chocolate treat
Portionable
KIT KAT (the
constant*) that
adds a touch of
comfort to your
break
Everyone who appreciates life’s simple
pleasures
Perfect balance of chocolate and wafer
Iconic finger shape
Ritual: open, break, snap, enjoy
Logo & red colour
Have a break, have a Kit Kat.
Brand Benefits Brand Personality
The
smile in
your
break

Big Idea
OBI
Big
Idea
THE ENGAGING BREAKTHAT PUTS ME INTHE RIGHT
MOOD FOR WHATEVER’S NEXT
Little things in life can make a big difference.
Sometimes I can miss how a simple thing, like
enjoying a good break, can put me in the right
mood to make the most of the day.
Never underestimate the
power of a good break
Insight

KIT KAT Big Idea Manifesto
Have you ever noticed how the little things in life can make a
big difference? Sometimes we can miss how a simple thing,
like enjoying a good break, can put us in the right mood to
make the most of the day.
This is where Kit Kat comes in. Its tasty chocolate and crisp
wafer help you enjoy your break to the full, leaving you
feeling optimistic and at your best for what’s next.
That’s why we shouldn’t underestimate the power of a really
good break.

KIT KAT REGULAR
ENGAGEMENT STRATEGY

KIT KAT CHUNKY
ENGAGEMENT STRATEGY

LET’S LOOK
AT CONFECTIONERY
INVESTMENTS

CONFECTIONERY IS A CROWDED CATEGORY
$30M $209K $57M $31M $36M $13M
$6M $26M $5M $19M $5M

Media investment percentage is based on monitored spend (Statex, OOX)

Media investment percentage is based on monitored spend (Statex, OOX)
SIGNIFICANT
PRESENCE
ACROSS TOP
NETWORKS
AND
PROGRAMS

DIGITAL INVESTMENT IS
GROWING AND DIVERSIFYING

THERE ARE TWO BRANDS COMPETING
DIRECTLY ON THE BREAK

DESPITE BRANDS’
BREAK MESSAGING,
NO BRAND OWNS THE
BREAK

KIT KAT ADVERTISING HAS
A HALO IN BRAND METRICS
TO KIT KAT CHUNKY
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13 Mar-13 May-13 Jul-13 Sep-13
KK CHUNKY GRPs
KK Regular GRPs
KK Regular
KK CHUNKY

AN EVOLVING LANDSCAPE
RICH WITH OPPORTUNITY
Competing with confectionery brands requires smart spend
and breakthrough marketing
There are 4 key players – Mars, Nestle, Hershey’s and Mondelez
Compete inTV, Lead in Digital, Win In-Store
It’s time to own the break
Use KIT KAT investment to benefit all formats

1. COMPETITIVE CONTENT LANDSCAPE
2. CONSUMER TARGET
Indulgent Nutritionist: Highly involved and see their cat as a companion
who is loved even more than most humans. When it comes to food, they seek
variety as a way to provide both nutrition and fun.
5. COMMUNICATIONS TASK
7. SPECIFIC FUNCTIONAL BENEFIT
12. KPIs
To highlight the variety of Friskies in an interactive way
Mealtime experiences that excite and delight my cat, feeding her senses
4. BRAND / PRODUCT DENOMINATOR OPPORTUNITY
From: Ultimate Brief, Big Idea manifesto, Receptivity statement
CAMPAIGN BRIEF: Brand/Product Denominator
Purina: Friskies To be updated for Product Denominator where applicable
TBD, need to identify KPIs around Trial
RELEVANT STRATEGIC CONTENT PLATFORM (IF APPLICABLE)
NA
3. CORE INSIGHT
My cat experiences the world in a hyper sensory way, which I wish I
could understand. I wonder what goes through my cat’s mind.
RECEPTIVITY
When you are considering how to nurture the relationship
with your cat
6. CORE ESSENCE
Living Life to the Fullest
8. EMOTIONAL BENEFIT
11. OWNABLE BRAND PROPOSITION
BIG IDEA
Friskies unlocks the magic of your cat’s world
9. MEANINGFUL PRODUCT TRUTH
Friskies provides multi-sensory experiences to feed your cat’s senses with unique
dry varieties of four or more flavor and texture combinations in every bowl.
Feeding your cat a bowl of Friskies gives you a chance to experience (for a
moment) the world of pure freedom that only a cat can truly know.
10. BRAND PERSONALITY
A curious and playful explorer who engages in the world with imagination
and wonder
Friskies unlocks the magic of your cat’s world
Friskies’ competitor Whiskas focuses on functional messages of taste
and variety and carry the tagline «Cats prefer it». Friskies
communication is more emotional focusing on the magical world that
Friskies brings to life.
To increase Trial

WHAT IS IT CALLED?
WHAT IS IT?
HOW WILL IT
COMETO LIFE?
No two individuals are the same, why should their breaks
be? This idea celebrates the different types of ‘breakers’.
There are no limits and we love them all.
This campaign will create a connected conversation between Kit Kat and our
`breakers` by celebrating the unlimited types of breakers (e.g the Zen breaker, the I`ve-
been-breaking-all-day-breaker, the secret breaker etc )
We will use humour to dramatize their different personalities and
wherever appropriate we will show how the ritual enhances our breakers’ breaks
leaving them feeling optimistic and ready for whatever`s next .
Every experience of the campaign will bring a smile to your break.
1
2
4
WHY CANTHIS
PRODUCT DO IT?
The light nature of Kit Kat and the perfect balance of delicious chocolate and
crisp wafer makes it an ideal snack for all kinds of people.3
37
CAMPAIGN IDEA: FINAL

3 PHASES IN
UPCOMING
KIT KAT
COMMUNICATIONS
Apr May Jun Jul Aug Sep
2014 2015
Oct Nov Dec Jan Feb Mar
CELEBRATETHE
BREAKERS
CURRENT CAMPAIGN
CELEBRATE
INDIVIDUAL
BREAKER:
COMEDY

PRIORITIZE STRATEGIC CONTACT POINTS
Not
critical to
the idea
The Idea
could die
without it
Harder to
do
(Time/Ability
)
Easy to do
Internet Display
ads
Events with
trial
Internet Video
Free Standing
Display Units
Social Media
TV ads
Blogs
Packaging
TV
Sponsorships
Check
outs
NOT
CONSIDERED

MULTIPLY
CONSUMER
EXPERIENCE
ESTABLISH
SHOPPER
EXPERIENCE
PAIDOWNED CONTACT POINT ROLES
For all contact points, consider the earned potential
Primary Packaging (1st)
Secondary Display/
Placement/ FSDU (BC)
Internet search (1st)
TV Advertising (1st)
Internet
video (1st)
Ads in public transport (1st)
On Ground Activation/
Sponsorship of events (1st)
Ads on Social Media (1st)
Fan page on social site (1st)
Checkout Display (BC)
Internet video TV
Advertising
Internet
search
Ads on Social Media
Fan page on social site
Sponsorship of events
Primary Packaging
Online Display Ads (1st)
Online
Display Ads

2014
CURRENT CAMPAIGN
CONTINUE TO MAXIMISE IMPACT OF TVC
PROPOSAL
EXTEND WITH DIGITAL INTEGRATION FOR
INCREMENTAL REACH AND ENGAGEMENT
TEST AND LEARN
MULTIPLY
CONSUMER
EXPERIENCE
ESTABLISH
SHOPPER
EXPERIENCE
Internet video (1st)
Internet video
TV Advertising
Internet search
Ads on Social Media
Online Display Ads
For all contact points, consider the Earned/WOM potential

2014
Oct Nov Dec
CELEBRATETHE
BREAKERS
ESTABLISH THE NEW CAMPAIGN ACROSS
STRATEGIC CONTACT POINTS
GAIN OWNERSHIP OF THE BREAK
SUPPORT KIT KAT REGULAR MULTIPLY
CONSUMER
EXPERIENCE
ESTABLISH
SHOPPER
EXPERIENCE
Internet video (1st)
Internet video
TV Advertising
Internet search
Ads on Social Media
Online Display Ads
Primary Packaging
On Ground Activation

PRIORITIZE STRATEGIC CONTACT POINTS
FOR CHUNKY
Not critical to
the idea
The Idea
could die
without it
Harder to do
(Time/Ability)
Easy to do
TV ads
Social media
Mobile Ads
Packaging
Events with
trials
Ambient locations
(convenient stores)
TV
Sponsorships
Internet video
Paid Search
Navigational
Signage
Mobile Apps
Check outs
NOT
CONSIDERED

MULTIPLY
CONSUMER
EXPERIENCE
ESTABLISH
SHOPPER
EXPERIENCE
PAIDOWNED CHUNKY CONTACT POINT ROLES
For all contact points, consider the earned potential
Instore advertising (BC)
Secondary Display/
Placement/ FSDU (BC)
Internet
video (1st)
Sponsorship of events (1st)
Apps on
tablets/laptops/mobiles
(1st)
Internet video TV
Advertising
Internet
search
Ads on Social Media
Sponsorship of events
Primary Packaging
Mobile Ads (1st) Petrol Stations
Sampling

2014
CURRENT CAMPAIGN
GAIN TOM AWARENESS WITH MINIMAL
INVESTMENT
ENGAGE THROUGH SOCIAL
TEST AND LEARN
MULTIPLY
CONSUMER
EXPERIENCE
ESTABLISH
SHOPPER
EXPERIENCE
Internet video (1st) Ads on Social Media (1st)
Internet video
Ads on Social Media Fan page on social site
Petrol Stations
For all contact points, consider the Earned/WOM potential

2014
Oct Nov Dec
CELEBRATETHE
BREAKERS
ESTABLISH THE NEW CAMPAIGN ACROSS
STRATEGIC CONTACT POINTS
GAIN OWNERSHIP OF THE BREAK
SUPPORT KIT KAT CHUNKY MULTIPLY
CONSUMER
EXPERIENCE
ESTABLISH
SHOPPER
EXPERIENCE
Pre-roll video (1st)
Pre-roll video
TV Advertising
Internet search
Ads on Social Media
Petrol Stations
Online Display Ads
On Ground ActivationPrimary Packaging (1st)
Primary Packaging
Mobile Ads

EVOLVE THE CAMPAIGN TO HIGHLIGHT
INDIVIDUAL BREAKERS
BUILD ON LEADERSHIP OF BREAK
INCREASE CONSUMER PARTICIPATION TO
MAXIMISE EARNED MEDIA VALUE
2015
Jan Feb Mar
CELEBRATE
INDIVIDUAL
BREAKER:
COMEDY
MULTIPLY
CONSUMER
EXPERIENCE
ESTABLISH
SHOPPER
EXPERIENCE
Pre-roll video (1st)
Pre-roll video
TV Advertising
Internet search
Ads on Social Media
Petrol Stations
Online Display Ads On Ground ActivationPrimary Packaging (1st)
Primary Packaging

BUDGET
ALLOCATION
ACROSS MEDIA
THROUGH QUAL
AND QUANT
ANALYSIS

Allocator Edge takes an existing budget and allocates it:
• Across media
• Rationalizes media investment decision needs based on:
• Business Objectives
• Marketing Priorities
• Relative Media Costs
• Other relevant factors
• MEC used Allocator Edge to determine optimal budget
allocations across media
• The tool takes into account the strengths and weaknesses of
each factor channel to arrive at an optimal allocation
• Attention level
• Reach
• Cost/Thousand
• Clutter
ALLOCATOR EDGE HELPS
ARRIVE AT THE OPTIMAL
BUDGET ALLOCATION ACROSS
THE SELECTED CHANNELS

STARTED WITH MAJOR MEDIA IDENTIFIED
IN BEP3 THEN CUSTOMIZED INPUTS TO KIT
KAT PRIORITIES AND AUDIENCE
0
1
2
3
4
5
6
7
8
9
10
40 50 60 70 80 90 100 110
TVOOH
MOBILE
DIGITAL
DISPLAY
DIGITAL
VIDEO
SOCIAL
CPT
REACH
ATTENTION (LOW-HIGH)SIZE REPRESENTS
AMOUNT OF CLUTTER
ATTRIBUTE PRIORITY VISUAL
CPT Low Bottom
Reach High Right
Attention High Yellow
Clutter Low Small

ALLOCATOR EDGE PROVIDES
INSIGHT INTO CHANNELS WHICH IS
THEN USED FOR A FINAL
RECOMMENDATION
• BEP3 strategic
contact points
• Quantified
priorities and
attributes for each
media channel
TV
15% Online
Digital
Video
15%
Digital
Display
15%Social
21%
OOH
14%
Mobile
25%
2014Tool Output
Each channel has it’s own strengths and weaknesses
Similarity of cost efficiency
Only accounts for quantitative

SET LOWER LIMITS TO
ALLOCATE SUFFICIENT
BUDGET TO TV
TV
75%
Online
Video
7%
Social
13%
OOH
5%
2014Tool Output
Once lion share of budget is withTV, other channels are prioritized
Social remains second highest due to high attention and low cost
Mobile and Digital Display eliminated
Quantitative input with limits but not market realities

REFINE RECOMMENDATION
BASED ON MARKET, BRAND
AND AUDIENCE
KNOWLEDGE
TV
78%
OnlineVideo
10%
On Ground
4%
Social
5%
OOH
1%
Mobile
2%
DigitalVideo increased to provide more support toTA’s video viewing habits
On Ground added to bring campaign experience
Based on usage habits, added mobile, although relatively low levels
OOH adjusted to fit with strategic opportunities

55
IN 2014, KIT KAT
WILL REACH
VIEWERS WHERE
THEY ARE

People LOVETV –
and it remains the
most successful
entertainment
platform of all time

TV content is diversifying
Traditional media content expanding to digital Digital owners increasing video content

For consumers, it’s what is the
‘Best Available Screen’ at that moment in time
Where they are
Who they’re with
Available content
Volume of ads
Quality of content
Mood
‘Best’ is determinant on a
number of factors
What’s the best available screen to watch something
I like right now?

We need our planning to match their
viewing habits
INTERNET-DELIVEREDVIDEO
LINEARTV ON-DEMANDTV/VIDEO TIMESHIFTEDTV
Connected
STB
Blue-ray DVD
player
ConnectedTV
set
FULL LENGTH EPISODIC
CONTENT
PROFESSIONAL SHORT
FORM CLIPS
USER GENERATED
CONTENT
Mobile &
tablet devices
PC/Laptop
Games
console
TV Set
Mobile &
tablet devices
PC/Laptop
Content types
Delivery
methods
Connected
devices
Primary
screens viewed
on
FULL LENGTH EPISODIC CONTENT
Content
Owners

Optimize core asset for
multiplatform distribution
Our focus today is here, we are talking about
extending REACH
and improving EFFECTIVENESS
Our focus is on optimisation

First, we have to understand theTV
viewing of our twoTAs
BUSY GO GETTERS
61
TRENDY INNOVATORS
LIGHT HEAVY
8% 23% 22% 19%
26%
86 94 98 97
118
14% 27% 29% 19%
10%
154 111 131 96 43
Source: BrandPuls 2013 KSA

Both targets are heavier internet users than the
general population
BUSY GO GETTERS
62
TRENDY INNOVATORS
LIGHT HEAVY
81% 81% 77% 84% 89%
107 106 101 111 118
69% 87% 87% 93% 94%
91 114 115 123 123
Source: BrandPuls 2013 KSA
81% of Light TV viewers are heavy internet users
94% of Heavy TV viewers are also heavy internet users

Incremental reach is achieved when combining Online
video withTV
63
13
93
11
91
23
89
15
90
18
90
20
89
Have seen advertised
online
Have seen advertised on
TV
15 - 17 18 - 19 20 - 24 25 - 29 30 - 34 35+
Especially
with the
younger
audience

Together, they drive higher brand metrics
64
Brand Recall
85% vs. 74%
+

Understanding the differences between
TV and OnlineVideo
IPSOS
Proprietary
survey
Tracking
Full spot airs
Program Ratings
%Watch unknown
Viewership
15% premium
for first or last
spot
Positioning
Spot
CPM measured
Buying
Methodology
Networks
Programs
Targeting
Effective
Measure
Proprietary
survey
Priority to
completed view
Some suppliers
based on % view
Pre-roll
Mid-roll
In banner
In content
CPM
Audience
Content
Interest
Geography

Phase 1 Digital
• The strategy will be focused on two pillars –Video and Social in order to inform and evolve
our consumer.
• WithinVideo our campaign will be live onYoutube and Shahid
• Those are the two biggest platforms in the region with premium and premium/curated content
• Complementing this video approach , we will use another video network (Adzouk or Adotube), with them, we run
the sameTVc but, it will be embedded in some display ads. See example:
http://spongecell.com/creatives/292990/test
The main objective withYoutube and Shahid is to inform the target audience, and the video networks to evolve
them with our communication.
Try video networks like D1g or Metacafe or Daily Motion.
• Social
• Our social media strategy will leverage their own nature, engaging with our target audience, informing but mostly
evolving them with our communication.
• Facebook – combine our content strategy with other mediums and leveraging ourTV communication to engage
more fans. Since Kit Kat has already a solid fan base, our main focus should be reaching to the maximum number
of fans, for that, we will allocate a bigger budget behind engagement than fan acquisition
• Twitter – Social Media Strategy needed to be added here
• Mobile –We will use mobile as an extension of our video communication, display our videos in an engaging way to
our audience wherever they are

Phase 1 - April to September –Test and Learn
Our Digital approach will focus on incremental reach utilizing various
video platforms
All platforms will have a specific role, leveraging to the maximum their
capabilities to evolve and educate ourTA
Premium Platforms Video Networks
Different targeting will be used when communicating for Busy Go Getters or
Trendy Innovators

Due to its natureYoutube and Shahid will be the main platforms forVOD
Reach, as they are the biggest video platforms in the region
Premium and curated content
Measurable
Previously tested as incremental reach platforms
Main objective
is to inform

Video Networks will play a role of reaching more niche audiences, testing
their capabilities and on a later stage choosing the best performing one
LongTail and niche websites with affinity with ourTA
Engaging Creatives
Highly Optimizable
Reaching to an audience outside video platforms
Main objective
is to evolve

ExpandableVideo Banner
Expandable Video Mrec that has
integration with Social Media
Platforms

Facebook,Twitter andYoutube as the main platforms of Social Media,
each one with a different role
As we already have a solid fan
base, this year we will focus our
investment in fan engagement,
reaching out to our current fans
supporting our post with paid
media
Youtube will be out primarily hub,
therefore we will build a branded
channel, with the look and feel of
the brand, turning it more
engaging with the user

Campaign Phasing
CURRENT CAMPAIGN

HOW DOES KIT KAT
CHUNKY GAIN TOP OF
MIND BEFORE
CELEBRATE THE
BREAKERS?

FOCUS ON THE WORLD CUP
DURING JUNE-JULY TO
MAINTAIN RELEVANCY
AND TOM

BUILD CONNECTION AROUND THE
WORLD CUP WITH TRENDY
INNOVATORS THROUGH A MINIMAL
INVESTMENT

CELEBRATE THE WORLD CUP
BREAKER WITH SA7I
• Saudi comedian content producers will send 2 people
to the World Cup to blog in a regionally relevant way
• Leverage their established brand and heavy
distribution in KSA
• 96% of audience in KSA, 79% Male, 85% Age 13-34
• Perfect for connecting withTrendy Innovators
• Co-develop content with them around KK CHUNKY
to increase spontaneous awareness in KSA (22% in
2013)
Source: IPSOS BHT Confectionery Annual Consolidated Report

Phase 1 Digital
•Social
• Our social media strategy will leverage their own nature, engaging with our target audience,
informing but mostly evolving them with our communication.
• Facebook – combine our content strategy with other mediums and leveraging ourTV
communication to engage more fans. Since Kit Kat has already a solid fan base, our main focus
should be reaching to the maximum number of fans, for that, we will allocate a bigger budget
behind engagement than fan acquisition
• Twitter – Social Media Strategy needed to be added here
• Mobile – We will use mobile as an extension of our video communication, display our videos in an
engaging way to our audience wherever they are

Use mobile in order to reach out to the Busy Go Getters andTrendy
Innovators
Anywhere
Anytime
As our busy go getter is always
on the move, mobile advertising
allows us to reach him at any
place. And mobile is part of the
life of the trendy innovator.
The mobile phone is always with
the user, constantly in use,
whether to look for info or to kill
time browsing the web or apps
Mobile Expandable Banner that
after a click, occupies the entire
screen, giving the
communication an opportunity
to engage with the user

Phase 1 - April to September–Test and Learn
Campaign Phasing
CURRENT CAMPAIGN

Create
engaging
situations and
integrate social
channels
DriveTrial of KK
CHUNKY
Petrol stations
identified as
strategic contact
points
Maximum
impact close to
POS
Brand is an
impulse
decision
Trendy
Innovators
purchase at
smaller
stores
Ability to
leverage
presence to
multiply
Petrol
stations’ role
is to drive
action
Strategic approach to Outdoor

Test Petrol Stations in Q2
•Mupis across petrol stations in major KSA cities
• (Riyadh, Jeddah, Dammam, Khobar)
•Free space trial campaign in May to test across 10-12 circuits
• Only 7K SAR production per circuit
•Sample KK CHUNKY to drive trial withTrendy Innovators

Social media
Content Ideas
BOTH FORMATS

THE KIT KAT RITUAL
Involve consumers in a fun manner with the Kit
Kat ritual - the ‘right’ way to eat a Kit Kat bar.
1. Ask people to share with us how they eat
their Kit Kat bar through pictures or videos.
2. Create a funny video featuring how
consumers said they eat their Kit Kat bars
and then introduce them to the Kit Kat
ritual.

THE KIT KAT HUNT
Kit Kat is about giving people a break & we want to
give our followers a mini comedy break.
• KK will go on a hunt to find the funniestVines,
selecting the funniest vine out there & sharing
our vine of the week with ourTwitter followers.
• As a second phase, we’ll invite our followers to
send us their funniestVines. KIT KAT will choose
the funniestVine of the week and tweet about it.
• We can connect this idea of giving our consumers
a mini break to Kit Kat minis product.

WHEREWOULDYOU BREAK IT?
• We all have a place where we like to enjoy our break.
• This is a special content theme allowing fans to
choose between two different locations that they
would love to have their KIT KAT Break in.
• Provide insights into our audience favourite breaks.

KIT KAT BRAIN-TEASERS
• Who doesn’t love brain teasers! Our brains can’t
seem to get enough of them.
• They stimulate our brain and increase
concentration levels.
• To give our fans a short break from their day to day
stresses, we’ll share brain teasers such as “Spot
the Difference” to “KIT KATWord Search” and “KIT
KAT Crossword Puzzles”.

KIT KAT BRAIN-TEASER Examples
Spot the 4 Four Finger Differences
Solution: BreakTime, KIT KAT,
Chocolate, Have A Break
Can you find 4 KIT KAT Related words?

KIT KAT Fun Facts
• The most engaging posts on our page have
been pictures of chocolates & chocolate
treats.We have a community of chocolate
lovers!
• We want to share fun facts about
chocolate. And we’ll add the Kit Kat effect
to it!

– LAUNCH APPROACH
To generate awareness,
create buzz and impact about
Kit Kat’s new communication
route “Celebrate the breakers”

How? With the biggest musical
reality show in Arab History
Supplemented with a strong spot
buy activity to launch the new
breakers TVC

PARAMETER GUIDE – GOALS FOR
EFFECTIVE FREQUENCY
(EF)
Minimum no. of exposures to be
effective
RECENCY FREQUENCY (RF)
Out of EF, number of exposures
which must be ‘Recent’ (within
Recency Period)
RECENCY PERIOD (RP)
Days within which the RF is
required ,i.e. MAXIMUM OFF
AIR LIMIT
MEMORY DECAY (MD)
% rate @ whichTarget
Audience forgets commercial
impacts
2+
2
14
DAYS
25%
Maximize reach @ 2+,
with min. 2.0 OTS
within 14 days

GRPs @1+ @2+
Inc 2+/Inc
GRPs
0 0 0 -
50 24 14 0.28
100 37 25 0.22
150 47 36 0.21
200 54 44 0.17
250 60 50 0.11
300 63 53 0.06
350 66 56 0.06
400 67 59 0.07
450 68 61 0.03
500 68 62 0.02
550 69 63 0.03
600 69 64 0.01
650 70 65 0.02
700 70 66 0.01
750 71 66 0.01
800 71 66 0.01
850 71 67 0.01
900 72 67 0.01
950 72 68 0.01
1000 72 68 0.00
DETERMINING THE OPERATING RANGE : Q2-Q3
150-250 GRPs / wk range is the most efficient to
maximize 2+ before diminishing returns set in
• Q2 – Q3 operating range to fall at the higher end of the efficient range to
fight competitive pressure
0
10
20
30
40
50
60
70
80
0 50 100 150 200 250 300 350 400 450 500 550 600 650 700 750 800 850 900 950 1000
@1+ @2+

ACTIVITY LAYDOWN – H1
Launch Burst : High weights
• 13 strong weeks on-air in H1
• Extension of 2 weeks to current on-air campaign in Q1
• NewTVC launch in Q2 with operating at higher level of optimal range
CREATIVE DUR 30-Dec 6-Jan 13-Jan 20-Jan 27-Jan 3-Feb 10-Feb 17-Feb 24-Feb 7-Apr 14-Apr 21-Apr 28-Apr 5-May 12-May 19-May 26-May 2-Jun 9-Jun 16-Jun 23-Jun
CURRENT EQUITY COPY 30 220 200 420
CURRENT EQUITY COPY 15 40 220 200 150 150 760
NEW TVC 30 250 250 250 200 200 250 200 1,600
Mar TOTAL
JuneH1 January February Apr May
220 240 220 200 150 150 250 250 250 200 200 250 200 2,780
980640
TOTAL TVCGRPs
BUDGET$000s 340

Phase 2 DigitalVideo
•Continue withYB and Shahid strategy
• Continue with Shahid and YouTube campaign: adding mastheads, and trying to align
with big ticket tv shows (via special buys or with optimized keywords targeting)

Continue our strategy of on-line video advertising taking leverage of its
incremental reach
At this second phase, we should only focus on the networks
and formats that gave us the best performances
Premium Platforms Video Networks
Phase 2 - October to December – Celebrate All Breakers

Phase 2 Digital
•Mobile (all video)
• Addicted mobility – continue with the same strategy
• Arabic Flipboard (adding the break mindset when people are reading the news)
•Social – Facebook should continue the same engagement
strategy and align withTV. At this stage we will use Shazam as
well, the coordination between both platforms is crucial at this
stage to drive more engagement

Facebook,Twitter andYoutube as the main platforms of Social Media,
each one with a different role
At this phase our paid media and
content should be align withTV,
in order to leverage all the size of
our community.
As we are using Shazam at this
time, we will inform our fan base
to watch our ad and Shazam it.
Check what'sTwitter Strategy Youtube will be out primarily hub,
therefore we will build a branded
channel, with the look and feel of
the brand, turning it more
engaging with the user

Kit Kat Arabia
The Rise of the Celebreakers
September 2014

FromWikipedia, the free encyclopedia
celebreaker1 The action taken by the consumer to celebrate a break.
(Sell- a- brāʹkər)
n.
1. One that loves to celebrate a good break, with treats such as a Kit Kat Bar.
2. A social guru in the making – an all around GoodTime!
3. The coolest person you’ll ever meet.
4. One who laughs at surprises, cries at commercials, and break dances when required.
Celebreaker
We’ll create a new term onWikipedia Celebreaker and we’ll define it as an
action seeker, Kit Kat lover, philosopher, and overall guru in the making.
These amazing people are those who own their breaks and celebrate
them… So why can’t we?

• We want to celebrate people who love a good
break whether big or small.
• These people shall forever be referred to as Kit
Kat’s “Celebreakers”.
• The aim is to create a community of
celebreakers that share a common interest:
enjoying a break (with Kit Kat).
• Whether this is lounging at home with your
friends or touring the world, none of it is
complete without a Kit Kat.
The Celebreakers!

The Celebreakers is a social campaign that celebrates
the awesome in us all.
No two individuals are the same, neither is their break.
We all have our own idea of what a good break is.
Our social idea will celebrate the different types of
breakers.
Celebrating the breakers

What type of #Celebreaker are you?
• Fans answer a series of fun questions - Kit Kat will
identify what type of breaker they are – social
breaker, active breaker, zen breaker,
shoppingbreaker…
• Before we reveal what type of breaker they are,
we ask them to upload a picture of them taking a
break, so that Kit Kat can reveal the big result
with a photo and bio in hand.

celebreaker
crazy
1. When do you like to take your breaks?
a. After work – My time is the best time!
b. Saturdays at the beach – Maxing and Relaxing!
c. Lunch time: Because I am saved by the bell.
d. Other (The choice is yours.)
2. If you could take a break anywhere in the world, where would it be?
a. Bali
b. Wall of China
c. Manchu Picchu – Peru
d. Other
3. Who would you take on your ultimate break with?
a. My mom or dad
b. My friends
c. My wife or husband
d. Other
4. Who would you want to break with?
a. Angelina Jolie (because Brad Pitt is just lame!)
b. Will Smith (The Fresh of Bell Air)
c. Tony Abou Jaoude (Bringing the Funny)
d. Beyonce – (Lets make Jay- Z plain jealous)
5. Don’t forget to upload your pic…

Active BreakerSocial Breaker
Not even the greatest social ninja can catch up with you!Your quiet and simple,
yet fun and straight to the point.You enjoy moments with your friends but your
ultimate break is quiet time at home.You enjoy these moments, lets face it you
celebrate it! Sometimes nothing is more important than me time. So we think a
secluded beach in the middle of Indian Ocean would be great for you, so sit back
relax and revel in the awesome that is you!
Silent BreakerPosh Breaker Active Breaker Social Breaker
Sample…

• Once they upload the photo, it will be
featured on the cover photo –
Creating a collage of the breaks.
• To keep the momentum – week on
week Kit Kat can (randomly) choose a
King and Queen Celebreaker of the
week.
• The designated pair can receive
special prizes or gifts in relation to
their dream break.
Creating a LIVE Cover photo
Kit Kat celebrating the breakers and their breaks

• By leveraging the brand’sYouTube
channel, we can create content groups of
fun videos designated towards each type
of breaker.
• For example: “ Posh Breaker?Want to give
Victoria a run for her money…Then check out
clips from for pairing your favorite little black
dress with combat boots.
• “Active Breaker?When’s the last time you went
sand boarding? Check out this great clip by
Carrington Farooq in the Kuwaiti desert.”
OnYouTube, we’ll recommend content for each type of
Celebreaker

But the fun doesn’t just
stop there…

• Using the #hashtag #Celebreaker, we’ll
ask tweeps to share with us in 14o
characters
‘what is their ultimate dream break’?
And mention who they would like to share
this break with.
• We’ll select randomly the best break idea
and celebrate it by offering them and
their friends their ultimate dream break.
Phase 2: Ask the #celebreakers to share with us their
ultimate dream break

A.
Reactive Tweet Example:
“That's Fantastic. We're grateful for #chocolate
#breaks, and anything that involves us. lol #kitkat
#celebreakers”
Proactive Tweet Example:
No timeYasmine! Join the #kitkat #celebreakers. We’ll
send you a couple of bars to get you started & on the
way to the ultimate break. :)
B.
PROACTIVE & REACTIVETWEETS
We will engage this audience with questions relevant to their lives.

• Fans can tag Kit Kat in their photos
using the #hashtag #celebreakers.
• They can either hold a sign telling us
why they are a #Celebreaker, and why
this makes them the ultimate
breaker…
• Why stop there, let’s ask our breakers
to show us when they are taking their
legendary breaks…
• Because what’s a break without an
audience.
This will also be a great opportunity to launch an
Instagram account.

Continue our mobile banner strategy but at this stage we will introduce
2 new players
Nabd – News Aggregator
This is a news app that
aggregates content
previously selected by
the user.We
recommend using a
specific banner for this
app, celebrating the
break between the
news
Shazam
The double screen
experience is a reality,
and Shazam allows us
to engage with ourTV
audience blending two
powerful mediums,TV
and Mobile

The Kit Kat Drive-InTheater
The Idea:
The Kit Kat drive-in movie theater is a specially created theater in the heart of key
cities. Every week, we will ask social fans to vote for their favorite comedy movies
which will then be played on the big screen. Each theater will come with a Kit Kat
Kanteen full of goodies.
This is a great segue into the Kit Kat Comedy Break which commences in 2015.We
can also pair the brand's on and offline social activities.

The Kit Kat Square (a.k.aTheTimes square of Arabia)
The Idea:
The Kit Kat Square is a Kit Kat inspired game zone for all personalities.The ground will be
designed to look like a Kit Kat chocolate bar, with each bar/section being it's own ideal break,
portraying a different Celebreaker personality.
So if you are active breaker and enjoy a good time, then Kit Kat has something just for you.
Some of the things you can find:
• Table tennis chocolate bar to keep you on your toes.
• Kit Kat inspired lounge seating with the best video games around.
• And what would life be without Kit Kat pop corn on us!
The aim is to create an ideal world that is full of Kit Kat inspired celebreaks.

Everytime’s break time!
The Idea:
In various social settings, bus tops, and malls we can create Kit Kat inspired corners, filled with
bean bags and board games. People can either lounge or play a game or two with their family
and friends as they enjoy Kit Kat inspired snacks and drinks.We can create a big Kit Kat
physical wall of stacked board games – with a little something for everyone

In Q4, celebrate the petrol breaker
•Continue with 10 circuits of Mupis across petrol stations
• Riyadh, Jeddah, Dammam, Khobar
•Celebrate the petrol breaker at 10 select stations
• Anyone who tweets #Celebreakers to @KitKatArabia get a free KIT KAT CHUNKY,
Nescafe Arabiana and a chance to randomly get selected for a free fill up
•Cost 182K SAR (inc. 30K SAR for sampling at 10 stations)
Tweet
#Celebreakers

Petrol station advertising availabilities
around Riyadh

UAE Petrol Stations
•High quality mini screens at the
cashier at petrol stations across UAE
•Also reach those travelling by metro
•Cost 70K AED

PHASE 3:
CELEBRATE THE
COMEDY BREAKER

Celebrate the Breakers gets more
personal in 2015
By the end of 2014, people will begin to identify themselves as
types of breakers. In 2015, we can begin developing content and
experiences individual to these types of breakers.
HIGHER RELEVANCY
INCREASED ENGAGEMENT
BUILDING ADVOCACY

Busy Go-Getters andTrendy Innovators
frequently fill their breaks with humour
•Comedy content is the top viewed onYouTube in the region
•Humours gets them through the challenges in life
•Humour provides a way to put a smile in people’s breaks despite
the current political climate in some areas

KIT KAT has become a brand that
consumers look to for humour
582K microsite page views
Ranked Twitter
FMCG handle in
region
+22k followers Perceived PR media
value 400k+
+3mio. channel views
3,300+ Subscribers
Ranked YouTube
FMCG channel in
region
220K+ new Likes
Ranked
Facebook FMCG
page in region
Over 14 years
of content consumed
in 4 months
Interaction
Rate almost
tripled due to
Comedy Break
Show

Leverage learning from season 1
1. Optimise different social channels to their strengths. (For e.g. in
Season 1,Twitter drove recruitment where as Facebook drove
higher traffic toYouTube).
2. Introduce more exclusive content pieces to engage consumers
post show and increase ‘likes’, shareability and WOM.
3. Determine the need for a stand alone website vs. creating and
hosting all content on customizedYouTube channel.
4. Mobile was a leading source of viewership. In Season 2, ensure all
solutions continue to be mobile optimized.
5. Local comedy must be cultivated as it is still emerging in the
region, with local talents struggling to get noticed.

KIT KAT Comedy Break Show Season 2
Continuous flow of user generated content online
Local workshops to develop talent and recruit additional content
Biweekly webisode show, housed onYouTube and Microsite
Exclusive additional content for other Owned channels
Quarterly live event
Ability to leverage in-store, through PR and with ATL media

Ongoing content development and
communication for the comedy breaker
Digital:
Recruitment
Local
workshops
Weekly
Show
Digital:
Content
hub, incl.
exclusive
content
Social
Channels
Quarterly
road-show
Special
event show
Promoted:
TV promos, In-store, Packaging, PR, Ambassador Social
Channels

Increase reach and leverage production
expertise of a leading digital partner
•Evaluated topYouTube channels based on
• Audience size
• Production quality
• Cultural fit
• Previous working experience

Telfaz11
•Fahed was already a big part of season
1 and well received
•Average 600K views for each video
•Consistent and reliable content
schedule
•Range of personalities to contribute to
the show
•High comedic credibility with target
audience

OUR CONSUMER’S JOURNEY
STARTS ONLINE WITH A
CALL FOR ENTRIES
“Think you've got what it takes to be a part of KIT KAT’s cast?Want to share
your talent with the world?Then check out KIT KAT’s casting call area to find
out how you can throw yourself in the mix…”

GOING THE EXTRA MILE
TO FIND HIDDEN
TALENT IN THE REGION
Form partnerships with local comedy clubs in the region
Host workshops that elevate the comedy scene in the region and
recruit additional comedians to submit content for the show
Celebrity comedians co-host to bring expertise and prestige

Top user videos will be shortlisted
•1-2 pe0ple per week will be chosen from the pool of entries
•They will participate in an intense comedy workshop to elevate
their skills to the level of the show
•Then they will move on to the actual show

26 EPISODES PER YEAR
3 SEGMENTS PER SHOW
CELEBRITY HOST AND
WINNING CONTESTANTS
CELEBRATE THE BREAKERS!

SEGMENT 1: THE
MONOLOGUE
CELEBRITY JUDGE PERFORMS STAND UP
OPENING
SEGMENT 2: GET TO KNOW
THE WEEKLY WINNER
INTERVIEW, BACKGROUND AND
WORKSHOP OF WEEKLY WINNER(S)

QUARTERLY ROAD SHOW
EVENTS
4 TIMES PER YEAR, CREATE A LIVE
EVENT WHERE THE BEST-OF
UPCOMING COMEDIANS ARE
SHOWCASED ALONG WITH TOP
CELEBRITY COMEDIANS
BUILD DEEPER CONNECTIONS,

Creating a wealth of content for aspiring
comedians
1. KIT KAT Celebrity hosts profiles & acts
2. Judges profiles & acts
3. Tips &Tricks
4. Mini workshops to inspire and on how to create good comedy content
5. Tips &Tricks on how to film yourself
6. Judges Evaluations, Comments on the videos uploaded. How could it
be made better. Gives a chance for the budding comedians to re-
submit another video
7. Behind the scenes in comedy clubs of different countries
(recommendations of where to go to practice your talent)

And content for the everyday comedy breaker
1. Behind the scenes
2. Selected winners profiles (photos and videos)
3. Interviews (celebrity judges, comedians in the region)
4. Bloopers from the workshop that the winner attended
5. Props and funny things to do with them
6. Guest Celebrity videos, acts and profiles
7. Social feeds – joke of the day, one liner of the day, funny video of the day
8. Where is the talent now?This segment will basically showcase the success
of the chosen winners after the show (a few months after the show,
showcasing what other opportunities came their way after being on the
show)
9. Competitions (TBC) – a chance to win meet & greet with comedians

BUILDING THE KIT KAT BRAND WITH
THE COMEDY BREAK SHOW
ELEVATE LEADERSHIP IN CONFECTIONERY
DIGITAL COMMUNICATIONS
DEVELOP CONNECTION WITH CONSUMERS
THAT COMPETITORS CANNOT MATCH
CAPITALIZE ON SUCCESS
CONTENT STRATEGY PROVIDES FUTURE
INCREMENTAL VALUE

BUILDING THE KIT KAT BRAND WITH
THE COMEDY BREAK SHOW
ELEVATE LEADERSHIP IN CONFECTIONERY
DIGITAL COMMUNICATIONS
DEVELOP UNMATCHABLE CONNECTION
WITH CONSUMERS
CAPITALIZE ON SUCCESS
CONTENT STRATEGY PROVIDES FUTURE
INCREMENTAL VALUE
INTEGRATED WITH CAMPAIGN IDEA,
WIDER REACH, MORE CONTENT

Phase 3 Digital
• DigitalVideo
• Continue withYB and Shahid strategy
• Continue with Shahid and YouTube campaign: adding mastheads, and trying to align with big
ticket tv shows (via special buys or with optimized keywords targeting)
• Try new
• Mobile (all video) – (Use only if they performed well previously)
• Addicted mobility – continue with the same strategy
• Nimbuzz – Kit Kat Chat Buddy Bot that has conversations with the users of the messaging app
• Arabic Flipboard (adding the break mindset when people are reading the news)
• Social – Facebook should continue the same engagement strategy and align
withTV. At this stage we will use Shazam as well, the coordination between
both platforms is crucial at this stage to drive more engagement
• Twitter at this point needs another strategy focused on the Kit Kat Comedy
show

“IT IS WHAT
WE THINK WE
KNOW
ALREADY
THAT OFTEN
PREVENTS US
FROM
LEARNING.”
~ CLAUDE BERNARD

A COMBINATION OF MEDIA, ATTITUDE &
BEHAVIORAL FACTORS WILL BE USED TO
MEASURE RETURN ON INVESTMENT
ROI USING MEDIA
CURRENCY
GRPS, REACH,
IMPRESSIONS,
NUMBER OF FANS
SITE VISITS, VIDEO
VIEWS
ATTITUDE AND
BEHAVIOUR
BRAND METRICS,
BHT,
SOCIAL
INTERACTIONS,
CONVERSATIONS
ABOUT THE BRAND ,
# OF BRAND SEARCH,
VIDEOS SHARED,
COMMENTS
IPSOS, EFFECTIVE
MEASURE, GOOGLE
ANALYTICS, BUDDY
MEDIA,
DOUBLECLICK,
MEDIAMIND
IPSOS BHT,
EFFECTIVE
MEASURE, RADIAN6,
GOOGLE ANALYTICS,
BUDDY MEDIA
BUSINESS
SALES, MARKET
SHARE, HOUSEHOLD
PENETRATION
NIELSEN,
KANTAR
WORLDPANEL,
MMM (IF AVAILABLE)

OUR DATAANALYSIS INCLUDES
3 PARTS
TARGETING
VISIBILITY
OPTIMIZATION

Data streams should be focused on our
CORETARGET whenever possible
•IPSOS BHT is being updated to track coreTAs
•IPSOS FusionTV data will provide coreTA in the future
•Digital targeting done by broad target, interest, content
• Further work required with suppliers to create coreTA proxy
• Collect more granular data moving forward

160
Omniscope provides a platform of visibility across
available data streams
It included:
1. Social Data (Facebook,Twitter,
YouTube)
2. Digital Disp Data (Yahoo and AdZouk)
3. Traffic Data – Micro-Site data
4. Offline Data (Offline Spends and GRPs)
5. Brand HealthTracker Data (Brand
Funnel and Perception)

The challenges we’ve encountered have
made us better
•Completed dashboard for the Comedy Break Show
•WORKWITH MY/NM ON LEARNING
161

It will help us find out how media
channels work together
162162
1. Showed us how the digital campaign
contributed to brand metrics
2. Helped us to identify how the digital spends
compared to offline spends helped in
boosting theTOM by 4%
3. Showed us how the digital spends
compared to offline spends helped in
boosting the search for the brand
4. Helped us to identify the role of each
social media used in the campaign
5. Analysing the impact of Paid
activities on Owned

Questions that Omniscope will help us
to answer in 2014
•How doesTV impact Search (at the channel level)?
•How doesTV impact each Social channel?
•What role is each Social channel playing in launching Celebrate
the Breakers?
•What types of breakers do we have on each social channel?
163

With knowledge, we will optimize investment
•Have additional data to determineTV channels and shows that
are driving engagement
•Reallocate digital investment to best performing sites
•Link the brand experience across channels for more engagement
164

Estimated Quarterly Budgets $7MM Annual
Media Q1 Q2 Q3 Q4 TOTAL
TV $2,188K $1,100 $600 $2,112 $6,000
OnlineVideo $0 $125 $125 $300 $550
Social $35 $60 $60 $95 $250
OOH $0 $20 $0 $30 $50
On Ground $0 $0 $0 $0 $0
Mobile $0 $65 $20 $65 $150
TOTAL $2,223 $1,470 $905 $2,402 $7,000

Estimated Quarterly Budgets $10MM Annual
Media Q1 Q2 Q3 Q4 TOTAL
TV $2,188 $1,500 $800 $3,770 $8,258
OnlineVideo 0 $200 $200 $400 $800
Social $35 $100 $100 $180 $415
OOH 0 $20 $20 $60 $100
On Ground 0 $0 $0 $300 $262
Mobile 0 $80 $20 $65 $165
TOTAL $2,223 $1,900 $1,040 $4,775 $10,000
All numbers shown in thousands

ALLOCATOR EDGE INPUT
KIT KAT
Media CPT Reach Attention Clutter Attribute Priority Weight Source
TV 6.5 98 7 99 CPT Low 18Agency Teams
VOD 6.24 62 8 50 Reach High 16TGI / Z Plan
Digital Display 8 62 2 35 Attention High 20Estimates
Social 2.5 55 8 35 Clutter Low 12Competitive /StateX
OOH 6 91 4 25
Mobile 9 94 7 5
TA: A18-35
Core TA: Busy Go Getters, Trendy Innovators

Core Insight
Core Insight: Sometimes little things can make a big difference
Consume EngageShop
WHY I DO IT
WHAT I DO
WHEN AND
WHERE
WHO I AM
I am Fahad/Noura, a 28-year old middle-class Arab local (SEC C), married with children. I belong to the ‘Busy go-getter’ group (20% of the total population, contributing to 20% of the category volume
and 20% of KIT KAT sales). I always look for the best for myself and my family. I aspire to be ‘seen and heard’ in social gatherings as I want to be the center of attention within my circle of friends.
While I live a modern lifestyle, I am respectful of my elders and retain traditional values that are important to me. While we lead a comfortable life, I am concerned about high costs of living that could
affect my family’s well being and happiness. That is why I work hard to make sure that my family’s needs are always met. Creating a balance between work and personal life is always a challenge
which stresses me out. That’s why I can’t wait to have a break in the day to relax.
For me, food enjoyment comes before health and value, but I know that I should control my eating habits. In the long run, I would still want to indulge in products like chocolate, but I don’t want to
reach a stage where I feel guilty about it.
I consume chocolate very often (6 times a week), and it is
mostly in the form of tablets (55%). Besides chocolate, I also
eat different brands of cakes, biscuits, sweet croissants, ice-
creams and dates.
I enjoy chocolate at home during the evening (Women) and
while I am out during the day (Men). After Galaxy, which is my
favorite chocolate, I also like KIT KAT, Snickers, Mars and
Twix.
Males – I like to enjoy a chocolate every day and so I buy it
for myself when I am on the go to eat on the spot. Given how
busy I am, and most often in a rush, I tend to pick up my
favorite chocolate from cash counters at small grocery stores.
Female – Since everyone in my family loves chocolate, I
need to have it in stock always. Usually I buy from
hypermarkets or supermarkets because there’s a variety to
choose from and also because as a woman, I cannot shop
alone from nearby grocery stores. For myself, I like to indulge
in chocolate during the evening.
Both - Eye-catching, simple, straight forward posters and ads
inside the store grab my attention. I rarely decide in advance
on the brand as I like to check out the variety and then pick a
few of my favorites. Half of the time, I pick up chocolates from
the main aisle.
I watch TV from 8 –11 pm as we finish our dinner and relax together as a family. We like to
watch famous entertaining talent shows such as Arab Idol and The Voice. I go online from 7-
11 pm to socialize with my friends, stay updated with latest news and also to have fun.
When it comes to mobile apps, I spend half my time on communication apps (access during
morning time) such as Whatsapp and the rest of it on Facebook where I log in mainly during
the evening. I also like to enjoy my time watching a variety of videos on Youtube. During my
busy day, I see a lot of ads when I am outside, and I am also influenced by attractive ones
while I’m inside the store. I get to know about chocolate mainly from TV (79%), outdoor
(39%) & newspapers (17%).
Males – My main interests are sports, music & socializing with friends. I usually watch TV
during the evening, particularly sports and music programs such as Sada al Mala’eb & Arab
Idol. I stay up to date on my favorite topics online through Facebook, Youtube & relevant
websites. I like to interact with my friends and family on a daily basis and talk about brands,
experiences and opinions. My favorite hang out places are the gym, restaurants, malls and
coffee shops. I listen to radio as well but mainly while driving to work in the morning on
weekdays.
Females – My main interests are cooking, music and family related topics which I mainly
follow on TV during talk shows such as Sabah Al Khair ya Arab. Since I don’t work, I keep the
TV on throughout the day. But when I am out with friends or running my errands, I see ads
on billboards, especially when I am waiting at the traffic light.
I choose my chocolate brands based on taste preference. Of
course I also consider the format and price to a lesser priority. I
would go for the taste I am familiar with rather than going for
new flavors.
Whenever I need a quick brain boost between meals
throughout the day, I usually grab a KIT KAT or a Snickers.
And when I am in the mood for something richer in the
evening, I have a Galaxy.
Whenever I take a break from work or household chores,
nothing puts me in a good mood like a good chocolate; its
sweetness gives me a much-needed boost to keep me going.
As a busy man, I don’t have time for proper meals. So while I
am on-the-go, I tend to have ready-to-eat products and drinks,
including chocolate. As a woman, I mostly enjoy eating a
chocolate while relaxing at home.
Males - I am usually quite busy with work, yet I like to enjoy a
quick break whenever I can. Since I have an active lifestyle, I
often need a quick brain boost to keep myself going. And when
I am out and about, I just pick up my favorite chocolate from
the nearest store.
Females and married Males – During the main shopping
occasion, I plan ahead (88%) to buy chocolates to stock up for
the coming weeks. When my friends tell me about a special
pack or when I see an attractive offer in store, I usually tend to
buy those brands. I like colorful and attractive chocolate packs
and my eyes naturally drift towards them.
.
Even though TV is one of the very limited entertainment options for me (KSA &
Kuwait), it helps me relax and de-stress. I lead a very busy lifestyle, therefore I can be
reached while I’m on the go. I am tempted to buy chocolate if the ads of the brand
grab my attention.
What others say about their experience of a chocolate brand encourages me to try it.
Since I am on Facebook very often, I check out what my favorite brands are up to. I like
to visit malls as that’s where most of the activity takes place and it keeps my family
entertained. It also helps me do my shopping. I like to visit kiosks to try samples of
products and also to interact with promoters as they are my guide.
Males - I am a sports fanatic and watch Football leagues and sports programs. To
receive current updates, I check Twitter and read news online. I tend to use mobile
apps created by TV channels and newspapers (Lebanon).
Females – During the day, I watch TV alone and my favorite programs are talk shows
and Turkish series. When my husband and kids come home, TV is a bonding occasion
for us during the evening. On TV I also get to see the new ads of my favorite products.
While in the car, I browse the net on my mobile instead of listening to the radio. I
frequently connect with my family and friends on Whatsapp.
TARGET CONSUMER: BUSY-GO-GETTERS

Core Insight: Sometimes little things can make a big difference
Consume EngageShop
TARGET CONSUMER: TRENDY INNOVATORS
WHY I
DO IT
WHAT I
DO
WHEN
AND
WHERE
WHO I
AM
I am Youssef, a 20-year-old cool single Arab from an upper middle class family (SEC AB). I am what they call a Trendy Innovator (21% of the total population, contributing to 21% of the category volume, and 24% of KIT KAT CHUNKY
volume).
I am in a transition phase and I am looking forward to being independent. My main anxiety is to impress others in order to be accepted by them. It is important for me to maintain personal relationships, excelling in what I do.
I am interested in all that’s going on around me like big popular events and shows. I like to reflect an active personality rather than a passive one. That’s why, I care a lot about how my friends perceive me, and I believe that brands allow
me to show-off and make an impression with them. My preference of a brand, even when it comes to products as basic as chocolate, says a lot about me. I follow the latest trends and I like to be the first to adopt them and be a trend
setter amongst my circle of friends. I celebrate ‘newness’ and this helps me boost my confidence to make the right impressions and of course, it is a reflection of my success. Self-Image and taste are very important. I relate more to
international brands.
I don’t bother about saving money when making purchases. When it comes to food, I like to indulge myself, and I am not too concerned about my health. My country’s political stability is of concern to me.
I eat chocolate every day and I prefer it to ice cream or biscuits. I
have chocolate when I am out with friends.
I enjoy it alone when I am at home (60%) while relaxing and
watching TV; and when I am with friends outside of home (40%).
Mostly, I eat it between lunch and dinner, when I take a break.
My favorite brands are Twix, KIT KAT CHUNKY, Galaxy,
Snickers and Mars. I don’t like local brands like Ghandour and
similar ones, nor chocolates made by the store itself. I like
premium chocolate brands and I am not into boxed chocolates
that have a variety inside.
I do a lot of thought and planning before shopping. I am the only
decision maker when it comes to choosing a brand; I always
make sure it reflects a prestigious image.
I usually shop either at supermarkets (38%) or grocery stores
(19%).
I mostly buy chocolate when I need it, maybe 3 times a week. I
like single pieces, but when I buy big packs, I buy more than a
pack at a time. Buying in bulk is not something I do as it requires
effort and I don’t really need to stock them.
I plan my purchase most often; however, when I am in the store,
I am tempted to try new brands, especially those with appealing
posters, and the ones that are displayed in an eye-catching
way.
I buy chocolate on the go because it’s more convenient to
consume it instantly unlike ice-cream especially in hot weather.
It’s important for me to look hip and cool especially when I’m with
my friends; that’s why, I pick a chocolate brand that is hip and cool
also.
I believe that the higher the price, the higher the quality, and that’s
why I don’t mind paying extra.
When I am choosing a chocolate, the taste is the most important
thing to me. But I can get easily bored with the same flavor, so I
like brands that constantly introduce new flavors and have a
variety to choose from.
The way the pack looks is very important to me as it reflects a hip
image and personality of the brand.
I look for cool products and brands because they help reflect my personality
and style. That’s why I am attracted to products which are different and
stand-out among others in terms of trendiness. I go by previous experiences
I’ve had with brands and their reputation is important for me because the
brands I interact with say a lot about me. For me, the image and taste are
more important than the price of the chocolate because enjoying the
chocolate experience fully is what matters. My choice of chocolate also says a
lot about my taste and preference as an individual. Limited edition products
reflect my spirit of being trendy and one-of-a-kind. These make interesting
conversations especially in a social setting.
I shop from Supermarkets and some grocery stores as they are convenient
and suit my active lifestyle. At the same time, they are modern.
Stylish looking posters and ads inside a store and how a product is placed
says a lot about its trendiness. I find it easy to get around and find what I want
in stores that are well designed.
Staying connected is important to me because I don’t want to miss out
on anything happening around me; I like to be up-to-date. I use
different social media platforms to keep myself updated. I also use
social media to express my opinions about brands, like the brand
pages online and get more information about them. Along with social
interaction, I like to play games, view videos, share ads and shop
online.
I buy products which have a unique design and pack that help reflect
my lifestyle and image.
I am a trend setter and like to be the first to adopt new trends amongst
my friends because I want to be the first to represent novelty.
I like to watch TV because it keeps me entertained. Interesting content
engages me. Tempting chocolate commercials can get me to buy the
brand. I would also notice billboards as I am mostly outdoor.
I like to attend events that interest me and visit Malls to have fun and
to socialise.
My activities include going to the beach, malls, shisha cafes, and sports,
and it is mostly during the weekend (evenings). If I do listen to radio it’s
mainly during morning while driving to university or in the evening during
outings. During weekends I go for long drives and anything out-of- the-
ordinary on the way grabs my attention, like a uniquely designed ad on a
billboard.
I am on Facebook, Instagram, Youtube everyday as it helps me connect
and share with my friends and to know what’s going on in the world. I am
active on my smartphone. I use a lot of mobile apps which I use from the
time I wake up. I get updates on the latest trends.
I don’t actively seek information on chocolate, but I get to know about them
from TV, Facebook, and when I am in the store. I like stylish cool brands
that match my personality. I like it when brands talk to me online, as I shop
and order online. I like and share a Facebook page of my brand, if I think it
is interesting. Brands reach me through viral videos on Youtube. My video
consumption is high, especially videos that make me laugh. I consult my
friends for their recommendation on brands, it is easy to get an instant
response from them on whatsapp & BBM.

ULTIMATE BRIEF
7. Core Essence
2. Target Audience
4. Communication Task
12.Ownable Brand Proposition
THE ENGAGING BREAK THAT PUTS ME IN THE RIGHT MOOD
FOR WHATEVER’S NEXT
8.Key Performance Indicators
BHT measures on Trial, ‘Brand for Me’ & ‘Perfect for my break’
attributes
3. Brand Opportunity
To drive trial
1. Competitive Landscape
A smile in your break
5. Core Insight
8. Functional Benefit
9. Emotional Benefit
The engaging lighter chocolate experience that makes me enjoy my
break moment to the full
The competitive landscape is highly cluttered with strong global players. The key brands are very well established
with varied communication across need-states. The approaches alter between bringing the functional benefit to life
through an emotional story (romancing the product with high appetite appeal) or emotionally engaging ideas that
are linked to a human truth supported with functional benefits.
The Category and its Communication by default allude to ‘break’ with many brands scoring high on the ‘perfect for a
break’ attribute. This makes it all the more critical for KIT KAT to create a compelling emotional brand story around a
‘break’, stay differentiated and own it. Entertainment continues to play a key role and is a basic requirement in the
category communication codes.
Snickers has been consistent in their communication, using an emotional approach with humorous material that is
relevant to consumers in the region. They focus on hunger satisfaction with a tagline of “You’re not you when you’re
hungry”
Galaxy tablets have consistently been using a functional approach brought to life in an emotional story in their
communication. They have a very strong presence in the region and although not a direct competitor to KIT KAT
Chunky in terms of format, Galaxy tablets still pose a threat as a rich chocolate treat.
KIT KAT Chunky is yet to establish its distinct communication strategy as a format of KIT KAT while staying in line
with the brand essence & emotional benefit.
6. Consumer Receptivity
When I’m out with my friends and craving something new & different
Puts me in the right mood for whatever’s next
10. Meaningful Product Truth
-Perfect balance of delicious chocolate and crisp wafer
-Distinctive formats which encourage involving rituals
11. Brand Personality
13. Strategic Content Platform
• Games for the Social Generation
• Allow them to show-off and make an impression on their friends by
following the latest trends
Young trendy males (18-21 yrs) with active lifestyles, who constantly stay up to date with the latest
trends and love to try new things, even when taking a moment to enjoy their break
Educate consumers on KIT KAT CHUNKY as a format of KIT KAT & develop it as an
entertaining up-to-date brand that can be enjoyed alone or with friends during any break
Sometimes little things can make a big difference
A perceptive witty optimist.

ULTIMATE BRIEF
7. Core Essence
2. Target Audience
4. Communication
TaskCreate a strong bond between KIT KAT and its audience through emotionally
engaging and entertaining ‘break’ stories.
12.Ownable Brand Proposition
THE ENGAGING BREAK THAT PUTS ME IN THE RIGHT
MOOD FOR WHATEVER’S NEXT
14 .Key Performance Indicators
BHT measures on re-purchase, and the ‘Perfect for my break’ attribute
3. Brand Opportunity
To increase re-purchase
1. Competitive Landscape
A smile in your break
5. Core Insight
8. Functional Benefit
9. Emotional Benefit
Male and female adults (25-35 yrs) leading full lives, who can be persuaded that a
good break – whatever that is for them - makes a real difference.
The engaging lighter chocolate experience that makes me
enjoy my break moment to the full
Sometimes little things can make a big difference
6. Consumer Receptivity
When I’m seeking quick enjoyable moments throughout my busy day, without
feeling guilty
Puts me in the right mood for whatever’s next
10. Meaningful Product Truth
-Perfect balance of delicious chocolate and crisp wafer
-Distinctive formats which encourage involving rituals
11. Brand Personality
13. Strategic Content Platform
The competitive landscape is highly cluttered with strong global players. The key brands are very well
established with varied communication across need-states. The approaches alter between bringing
the functional benefit to life through an emotional story (romancing the product with high appetite
appeal) or emotionally engaging ideas that are linked to a human truth supported with functional
benefits.
The Category and its Communication by default allude to ‘break’ with many brands scoring high on
the ‘perfect for a break’ attribute. This makes it all the more critical for KIT KAT to create a compelling
emotional brand story around a ‘break’, stay differentiated and own it. Entertainment continues to
play a key role and is a basic requirement in the category communication codes.
Twix has been inconsistent in their communication approach having tried to enter the ‘break’ territory
with the ‘PAUSE MORE’ campaign focusing on emotional benefits. Subsequently they adopted a
functional platform demonstrating benefits of natural ingredients via ‘Natural Goodness’.
Galaxy Flutes’ new communication positions the brand on ‘Light Indulgence’ expressed in a lush and
emotionally desirable manner.
KIT KAT is now beginning to build a compelling emotional brand story to own the ‘break’ territory.
KIT KAT also dominates the digital platform with the ‘Comedy break’ making it a benchmark for the
category.
A perceptive witty optimist.
• Comedy Time-Outs
• Creating a balance between work and personal life by creating a
momentary break in their day.

Kit Kat 2014 Strategy

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Kit Kat 2014 Strategy