KitKat demands customers take a YouTube break with complex campaign

Ask anyone who knows me from my college days and they’ll say that I was synonymous with KitKat Chunky bars. 


When the limited edition Orange flavour came out no one saw me for a month because I spent all my time giving the canteen vending machine a nudge hoping at least two would drop out. When they didn’t, I paid for a second one anyway. #Dedicated. 


 KitKat has a revamp 

 

Fast-forward a few years. When KitKat launched its ‘five-fingered’ bar as part of a delicious PR stunt, I jumped on that bandwagon too. At a time when most confectioners were pulling back on chocolate (remember when Cadbury Crème Egg blamed rising costs for charging the same amount for one less egg?) this campaign was consumer and social media gold.

 

So, imagine my surprise when I read that KitKat is rebranding –  for YouTube!

 

As part of Nestlé’s biggest ever redesign, its new campaign seeks to encourage people to ‘take a break’ on the extremely infectious video site.

 

And, why not? KitKat turns 80 this year and YouTube has recently turned 10, so this is a birthday bash everyone can enjoy. 


If only it was that simple. Reading between the lines, I’ve become very confused by what Kit Kat wants me to do first. 


Here’s how this partnership has left no stone unturned.

 

That’s a wrap

More than half a million KitKat units in the UK will now promote YouTube on the packaging to highlight the partnership.

 

On the box

KitKat’s new TV advert shows all the ways that people can relax with KitKats. From ‘me breaks’ to ‘sporty breaks’, the take-home message is there’s never a bad time to eat chocolate.

 

#MyBreak hashtag

This is a great, natural hashtag. Not only does it complement the brand’s life-long slogan, but it’s also consistent on a global level. A quick Twitter search reveals that KitKat Canada is already using it, along with media houses (promoting the web story) and customers – which will continue to grow as the campaign gains momentum.

 

Google search

To celebrate the campaign, Google is also encouraging users to search “KitKat YouTube my break” through voice activation on smart phones to find trending YouTube videos – preceded by an advert of course. 

 

Oh dear. It was all going so well, but I have to shake my head at this. 

 

Will I remember to do this? No. If you want me to watch a video, you have to come to me. Not the other way around. Haven’t brands learnt this yet? Incentives are key. But, as an outsider looking in, I can’t see any reason for me to do this, opposed to:


  • Accessing YouTube directly to see what content is has recommended for me
  • Accessing Facebook or Twitter to find out what videos my friends are sharing

We know that half of all YouTube views are accessed via a mobile device, but promoting a feature of the campaign that isn’t making consumers’ lives easier seems like a waste. The brands’ efforts should be focused on curating its own shareable content and distributing it across its channels to engage new and existing customers. 

That’s my professional opinion anyway. 

On a personal note, I’ve written this post on the way to the corner shop and there’s just one thing on my list. 

Kit Kat teams up with YouTube 
 

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