The campaign is designed to target four different profiles of Millennial traveller; the Urban City Breaker for city explorers, the Festival Breaker for live music lovers, the Wellness breaker for those who like to disconnect and the Adventure breaker for those who believe the world is their playground.
It will cover 35 locations in travel retail including 20 airports globally. KitKat is synonymous with breaks so it’s the perfect brand to engage with consumers on their travels and their ultimate holiday break.
Mark Hewitt, group managing director EMEA at Anthem, said: “This has been a great project that builds on the tactical, ‘one off’ promotions of the past towards a longer-term platform that can support multiple campaigns over time. More than ever before, millennials are turning towards travel as they place a higher value on experiences over material objects.”
The campaign engages the different millennial traveller communities by encouraging them to use the hashtag #liveyourbreak and creating and sharing their ultimate travel break dream through a short video on their social platforms, supported by branded POS in global travel retail.
One lucky fan gets the chance to live their ultimate travel break, designed by them and lived by them. The agency developed the strategy , line and platform for the shareable, connected pack campaign and created further engagement via a ‘Live Your Break’ backpack, gift with purchase and a full engagement toolkit to support the launch and implementation.
Matt Knoepfli, senior brand manager at Nestlé, said: “Travel is the ultimate break as we step out of our daily routines and the KitKat brand is perfectly placed to connect with travellers.”
Source: The Drum