Wednesday, April 01, 2009

Brand Update : KitKat


Kitkat now has become more chocolaty. The brand has changed the product to appeal to Indian Palate .
The brand is currently running a campaign highlighting its chocolaty nature

Watch the new tvc here : Kitkat Chocolaty

What is interesting is that the brand has gone back to its famous tagline " Have a break,Have a Kitkat ". The brand had adopted a new tagline : Kitkat break banta hai...

The question again lingers.. if you have a very famous tagline and consumers like that and if your brand has developed a strong association with that tagline, why change it ???

Indian consumers has been lukewarm to wafer chocolate brands like Perk and Kitkat. After the initial sales boost, both these brands are facing the issue of stagnant growth. Both Perk and Kitkat have tried to boost sales by product innovations. Kitkat launched Kitkat Chunky and Kitkat Lite while Perk launched Ulta Perk. They have even tried coming out with different SKUs inorder to increase consumer usage. But consumers seem to prefer the chocolate bars over wafer ones.

A tricky situation indeed....


Brand update

Kitkat