When we talk about taking a break, KitKat is the brand that directly comes to mind of most people. The brand has been associated with the ‘Have a Break, Have a KitKat’ slogan for decades, and its campaigns symbolize the importance of having a break in a very subtle and relatable manner.
The brand created a buzz recently for announcing the launch of a new premium range of rich and indulgent variants (Rich, Dark & Caramel) by installing a 3D anamorphic digital display in Gurugram, Delhi and Bengaluru to grab the attention of the audience by featuring Bollywood actress Anushka Sharma.
Have a look at the unique outdoor activation:
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The 3D ad connects with viewers in an interactive and engaging way, making it extremely realistic. Taking OOH ads to the next level by combining technology with creativity, the brand has found the perfect way to surprise viewers and create recall value.
As a part of this launch, the brand is amplifying the campaign on TV and digital through an interesting and refreshing video ad.
With a genius concept that aligns with the brand’s tagline, the ad strategically shows Anushka not being recognized in a bookstore after she asks for a book named ‘On a Break’.
A little surprised on not being recognized, Anushka gets comfortable and delves into the new KITKAT Rich Chocolate with a laid back uninhibited enjoyment.
The ad ends with a smile on Anushka’s face after she reveals her name at the billing counter while the cashier tries to remember where he has seen her.
Leveraging Anushka’s break and displaying the positives of it using creative storytelling, the brand has simply conveyed the importance of taking a break and enjoying it without thinking about your perception or the image in the minds of others.
Overall, both the video ad and the outdoor ads are highly impactful in creating awareness about the launch of premium KitKat variants.
What are your views about this whole campaign? Share them with us in the comments section.