2016 Winners & Shortlists

Brief Explanation

Localize KIT KAT’s global objective and establish KIT KAT as the #1 iconic Chocolate brand. Further enhance association with “Perfect for my break”. These were no easy tasks in a cluttered confectionery category that is characterized by impulse buying behavior and higher spending competitors. The GCC, a socially reserved culture leaves youth yearning for individual expression, however they still want to fit in their own social & culture norms. Since no two individuals are the same, why should their breaks be? While the campaign resonated regionally, content needed to be local. Consumers' passion lies with brands who share their culture.

Results and Effectiveness

KIT KAT reached All-Time High Market share, while solidifying connection with breaks. With a whopping reach of 23 million+ people, CtBB positioned itself in the front seat of consumer action: 900,000+ engagements, 4,000,000+ reach and trending hashtag organically on Twitter and 4,500+ shares, 10-30x higher than other FMCG brands. It was praised as “the first ad… correctly portraying Saudi culture”. Thousands commented on Instagram before KIT KAT had a page! CtBB became a global campaign and continues in 2016. From its conception in Dubai, CtBB is turning KIT KAT’s ambition to be the #1 Iconic brand globally into a reality!

Creative Execution

We established ‘breaker’ in each language with unbranded celebrity messages. We staged disappearances of stars. Khalid (Sa7i) quit his show. Kris Fade (Virgin) invited 30 listeners to find their inner breakers in the Maldives. Campaign manifesto launched across Online, TV and Radio, revealing KIT KAT as the hero behind these breaks. ‘Breakers’ became ingrained in pop culture on Dancing with the Stars and even by Scarlet Johansson and Blake Lively. Fifteen influencers, through a regional-first co-creation workshop, inspired everyday people to share their own breaker types to comprise a UGC manifesto. The Breaker Show launched and continues to entertain millions.

Insights, Strategy and the Idea

Celebrate the Breakers’ Breaks celebrates the ‘breaker’ in everyone in a personal and sincere manner. However, there was a major barrier - the word ‘breaker’, meaning someone who takes breaks, was not a word in Arabic or English. Our plan of attack was to Break Into Culture. Infuse the concept of a ‘breaker’ into culture through the very people who create culture for today’s Arab youth – Celebrities, Media, Influencers and Friends. The campaign and its success were about people.