NESTLE

KIT KAT PRIDE

Screenshot
Role / Art Direction
Client / Nestle Canada
Agency / Wunderman Thompson, Toronto

Credits / Raj Gupta, Michael Rozo, Felipe Guerrero, Angeline White, Daniel Bonner, Ari Elkouby, Bas Korsten, Felipe Santana, Paul Shearer, Gustavo Tovar, Diego Rodríguez, Pipe Ruiz Pineda, Daniel Payán
Year / 2022

Hate crimes and discrimination within the LGBTQI2S community were on the rise.

KitKat, a brand known for breaks, wanted to bring people together and do its part to support and celebrate diversity and inclusivity.

16x9_KitKatPride_HateCrimes

KitKat partnered with Friends of Ruby to celebrate identity and love by putting a unique spin on the iconic duo of Kit and Kat.

The campaign signed off with the tagline "Have a break, celebrate who you are."

Two limited-edition Pride KitKat flavors were launched exclusively at the Kit Kat Chocolatory, 

All proceeds benefited Friends of Ruby directly

16x9_KitKatPride_LimitedEditionBars

CASE STUDY

THE ROLL-OUT

The campaign launched during Pride Month with significant social media engagement and influencer partnerships. It kicked off with a video showcasing diverse identities and was supported by limited-edition Pride bars. These bars were sent to LGBTQI2S influencers, with personalized branding replacing the Kit Kat logo, amplifying the message across social media.

Consecutively, the limited-edition bars were available for purchase by everyone, with all proceeds supporting Friends of Ruby.

1920x1254_KitKatPride_PrideMonthLaunch

THE RESULTS

58.5 million earned impressions were achieved

109 media hits were recorded

100% positive sentiment was garnered

$1,416 was raised from 177 bars sold

56.6% increase in reach was achieved for Friends of Ruby

"  Kit Kat’s campaign redefined what it means to have a break for those who really need one  ”

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© Amritraj Gupta 2021
Ad guy . Illustrator . Maker