KitKat has launched its first foray into the Australian gaming community with new brand campaign ‘Break Advised’.
Building on the ‘Have A Break’ platform, the campaign encourages gamers to step away, enjoy a break, to supercharge their next round.
“KitKat has become synonymous with the self-rewarded break from everyday frustrations,” says Joyce Tan, Head of Marketing Confectionery at Nestlé.
“With over 68% of Australians gaming and 80% of households having more than one gaming device, it’s only natural that some of these frustrations happen in this competitive environment. With this campaign we’re able to create greater relevance for the brand amongst this growing community and show how taking a break with KitKat might be the mental power-up needed to tackle the next level.”
In a first for Nestlé, the campaign is live out on Twitch, the world’s leading live streaming platform for gamers, as well as on YouTube and other contextual environments.
“We love the challenge of creating work tailored to specific communities and emerging platforms; digging into insights & figuring out the nuances of the audience to make campaigns sing. No one wants to seem like a dad at the disco, so the challenge was producing something gamers could easily and sincerely relate to,” says Dave Jansen, Creative Partner at Connecting Plots.
“We identified the community-wide frustration of making mistakes during marathon gaming sessions, and dovetailed that with KitKat’s ‘have a break’ platform to create a relatable campaign that shows how KitKat’s commitment to breaks is as relevant online as it is in the real world.”
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