Kit-kat Design & Branding Exam by J. Walter Thompson Dubai

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Industry Bars
Media Design & Branding
Market United Arab Emirates
Agency J. Walter Thompson Dubai
Executive Creative Director Seyoan Vela
Copywriter Carl Mallia
Photographer Tejal Pathni
Illustrator Adham Obied
Released March 2012

Awards

Mena Cristal Awards 2013
Press Food / Drink Cristal (Gold)
Print Craft Art Direction Sapphire (Silver)
Print Craft Illustration Sapphire (Silver)

Credits & Description

Advertiser: NESTLÉ
Product/Service: KIT KAT
Agency: JWT
Executive Creative Director: Seyoan Vela (JWT Dubai)
Creative Director: Adham Obied (JWT Dubai)
Copywriter: Carl Mallia (JWT Dubai)
Photographer: Tejal Pathni (Tejal Pathni)
Group Account Director: Ebru Goksu (JWT Dubai)
Planning Director: Prabhakar Iyer (JWT Dubai)
Account Manager: Maria Khouri (JWT Dubai)
Art Director: Adham Obied (JWT Dubai)
Illustrator: Adham Obied (JWT Dubai)
Media placement: press ads - daily news paper - 24 March 2012
Describe the brief from the client
Communicate the new evolved ‘break’ platform in order to own breaks more strongly.
The core idea being – ‘the engaging break that puts me in the right mood for whatever’s next’.
Describe the challenges and key objectives
While ‘Have a break, have a Kit Kat’ is recalled and linked to Kit Kat by consumers, there is a lack of a strong emotional brand story. In addition, consumers decode competitive brands’ communication as some form of a ‘break’ (Twix ‘Pause More’, Bounty’s ‘Escapism’ route and Galaxy’s indulgent ‘me-moments’). The objective therefore was to own the ‘break’ territory.
The objective therefore was to own the ‘break’ territory.
Describe how you arrived at the final design
We identified everyday situations that required one to take a break, to inhale and prepare for what’s coming next. The situations, while universal, are relevant and easily relatable to by our Arab audience. Being witty and light-hearted is part of the brand's personality.
Give some indication of how successful the outcome was in the market
The campaign has just been launched and therefore results are expected only in the middle of 2012.