Nestlé has launched a luxury, handcrafted personalised Kitkat to gift mothers an ultimate break this Mothers Day.

From now until the end of April 2020, the KitKat Chocolatory is available directly from Nestlé through a new online shop (www.kitkatchocolatory.co.uk). The webshop marks Nestlé’s first-ever move into a direct-to-consumer offering for its UK confectionery business.

The KitKat Chocolatory brings with it a whole range of experiences, including the option to create your own expertly handcrafted KitKat and design personalised packaging for your bar.

Rabia Khan, Head of KitKat Chocolatory for Nestlé, said: “We know how much people love experimenting with new and exciting KitKat flavours. Our KitKat Chocolatory webshop elevates the experience to the next level by offering consumers the chance to create bespoke bars that are handcrafted by expert chocolatiers. Beautifully packaged in a personalised gift box, our luxury KitKats make the perfect present for Mother’s Day, as a fun alternative to an Easter egg or indeed for any occasion when you want a special gift to show someone that you are thinking of them.”

At the heart of KitKat Chocolatory is the eight-finger ‘Create Your Break’ option, which offers nearly 1,500 different flavour combinations from four different chocolate varieties: milk, dark, white and ruby, and a host of diverse ingredients including shortbread pieces, salted caramel chunks, honeycomb and rose petals.

Every KitKat sold through the Chocolatory will be individually hand-crafted by expert chocolatiers in the UK. The eight-finger ‘Create Your Break’ bars will be made to order based on the choices of shoppers from the range of ingredients listed above. Each bar features one of four varieties of chocolate and three different inclusions.

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Nestlé UK and Ireland has partnered with online streaming service NOW TV to launch a brand new on-pack promotion which will feature on some of its favourite confectionery brands including KitKat, Aero, Yorkie, Toffee Crisp and Rowntree’s Fruit Pastilles.

The promotion, which went live this week, offer consumers the chance to win either a monthly Sky Cinema, Entertainment or Kids pass, or Sky Sports day pass, with 1,000 passes to be won every hour for eight weeks.

The promotion can be entered from 8.00am to midnight every day from May 21^st to July 15^th, with 1,000 winning moments each hour. Entries outside these daily start and finish times will not be accepted.

To enter, consumers need to go online to the promotional site – www.nestle-promotions.co.uk/nowtv – and input a code found on the inside of a promotional wrapper. They will then be told instantly if they are a winner; if they are, they will be able to select the pass that they prefer. Consumers who win will be asked for their card details as part of setting up a free subscription; they will have to cancel the subscription or they will be charged once the free period has run out.

In the Republic of Ireland, companies can only run prize draws linked to purchase if they partner with a charity which has a lottery licence; for this promotion, Nestlé has partnered with Down Syndrome Ireland.

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Nestlé’s KitKat brand is again teaming up with Google’s YouTube for a major promotion, with the confectionery giant producing 74 different promotional packs featuring the YouTube logo and a digital code which consumers can scan with their mobiles to be taken to one of 74 different Youtube clips.

Each of the 74 YouTube videos features music, gaming, comedy or sports content, with a five second KitKat video ad running at the start.

The idea is that consumers share their favourite videos with their friends as part of the ritual of having a break with a KitKat, and that as they share they will also be sharing the KitKat ad.

The campaign will be supported by a huge media plan of £4.3m across TV, online, and social media; driving awareness of the event to more than 15 million consumers across May and June.

A Nestlé UK & Ireland spokesperson said: “People are increasingly using digital devices when they take a break. Whether on Youtube, social media or quick news feeds, the digital break is very popular, especially for a younger audience.”

Nestlé says that 40.7 million people in the UK watch videos on Youtube for an average of 20 minutes a day, with 36% of people watching it to ‘escape or relax’. However, with an hour of new content being uploaded every second, people can find it difficult to find the best content – which is where KitKat comes in. The Nestlé source added: “KitKat has done the hard work for consumers and whittled it down to 74 of the most entertaining videos for them to enjoy, easily accessible through a click of a button. The content will also periodically be refreshed so there will always be something new to discover.”

Last year, Nestlé and YouTube rebranded the chocolate and wafer bar as ‘Nestlé YouTube Break’ for a limited period. Along with the change of name, YouTube launched bespoke playlists designed to allow KitKat-eaters to enjoy their breaks more. Also, searching “KitKat YouTube my break” on Android phones brought up a page showing the top four trending YouTube videos.

It was not the first time Nestlé has partnered Google before. In September 2013, the search giant, which has a tradition of naming its mobile operating systems after desserts or sweet snacks, named Android 4.4 “KitKat” as part of a deal with Nestlé. Nestlé also stamped chocolate bars with a special hashtag and wrappers that suggest different kinds of breaks, including “me time break” and “sporty break”, and ran an on-pack competition with Android phones and tablets as prizes.

The 2016 KitKat/YouTube partnership is the latest activity in Kit Kat’s ‘Celebrate the Breakers’ Breaks’ global marketing campaign. This campaign recognises that no two individuals are the same, so argues that their breaks should be different, too.

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