“Have a break. Have a KitKat” is one of the most iconic slogans and brands in advertising, definitely a Lovemark to some the KitKat is known for either its two finger easy break, and it’s chunky peanut butter centre or its four-finger delight. With KitKat being voted ‘Brand of the Year’ back in May 2014, JWT has taken every opportunity to make the brand, bigger and better than its fellow choccy competitors on the market. But it’s not only the choccy competitors that KitKat have been up against… With Apple’s latest baby, hot and ready to fly off the shelves on its launch day; it wasn’t long because consumers found out that the iPhone 6 handsets bent into a 45 degree angle when they placed them in their pockets. This gave JWT an idea!
With KitKats brand equity being “Have a break. Have a KitKat” they were the perfect fit to JWT’s new social media campaign idea that would give KitKat the edge. Soon after the bending iPhone 6 was common knowledge, JWT London creative teams got on the case in creating a KitKat finger snapped into a 45 degree angle with a witty yet simple tagline: “We don’t bend, we #break.” If that’s not genius, I don’t know what is!
The tweet took the world by surprise achieving 100 retweets in the first 10 minutes but now with the popularity of social media, the tweet has been retweeted over 28,000 times, favourited over 13,000 times and collected a few thousand followers along the way. It is now bigger than Oreo’s famous Superbowl 2013 campaign “You Can Still Dunk in the Dark which only reach 15,000 retweets. Let’s be honest, in advertising timing is everything and JWT London did indeed, strike while the iron was hot!
As a follow up to the witty yet brilliant tweet, JWT London came up with a second tweet “So what else bends or #breaks?” which links straight to the KitKat Tumblr account where the consumers can decide what bends and what breaks. It wasn’t long before brands latched onto the #bendgate idea such as: Pringles and LG Mobile who made their own versions but it was KitKat that led the way in punking Apple on one of its biggest mistakes yet.
Genius, just genius. I don’t think that JWT London could have had their finger on the pulse any quicker than they did. It was so simple yet it drove the world wild, I mean to have over 28,000 retweets and become bigger than Oreo’s “You Can Still Dunk in the Dark” is an achievement in itself but JWT managed to collect thousands of followers along the way showing that consumers loyalty to KitKat is at an all-time-high. As many know KitKat has an extensive brand arrangement with Android as JWT worked on the famous Android KitKat 4.4 last year but after bending the Internet out of shape, I think that the great Apple VS Android debate is about to become very interesting. I think the brand loyalty and the Lovemark status of our beloved brands maybe at loggerheads soon with advertising changing every minute, consumer perception isn’t always far behind.
- Lauren xo
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