Nestlé Confectionery is offering consumers the chance to win KitKat packs with personalised messages and pictures. The promotion runs from February 1st until March 29th 2017 across KitKat 4 Finger and Chunky singles, multipacks and 2 Finger biscuit packs.
Consumers enter online by inputting an on-pack code; if they win, they will be able to add personalised messages and photos which will be printed onto a unique KitKat wrapper. A KitKat 4 Finger Milk will then be made in the KitKat York factory for every winner and posted out in a gift box.
Nestlé Confectionery’s Business Unit Head, KitKat and Biscuits, Haseeb Rahman, said: “This promotion taps into the current trend for personalisation, giving consumers the chance to win a personalised KitKat 4 Finger pack for themselves or to give to a friend or loved one.”
More than 55,000 printed personalised packs will be on offer in the prize promotion. The launch will be backed with a £1m media budget across digital and social media.
Nestle’s last big promotion for KitKat, in April 2016, saw the confectionery brand team up with Google’s YouTube to launch 74 different promotional packs featuring the YouTube logo and a digital code which consumers could scan with their mobiles to be taken to one of 74 different YouTube clips. Each of the 74 YouTube videos featured music, gaming, comedy or sports content, with a five second KitKat video ad running at the start. The idea was that consumers could share their favourite videos with their friends as part of the ritual of having a break with a KitKat, and that as they shared they will also be sharing the KitKat ad.
The campaign was supported with a £4.3m spend across TV, online, and social media, driving awareness of the event to more than 15 million consumers across May and June 2016.
Google has a tradition of naming its Android operating systems after desserts or confectionery, and released one called KitKat in 2013, which is why the two brands linked up.