KitKat engages gaming community in new ‘Break Advised’ brand campaign via Connecting Plots
KitKat has launched its first foray into the Australian gaming community with new brand campaign ‘Break Advised’ via Connecting Plots.
Building on the ‘Have A Break’ platform, the campaign encourages gamers to step away, enjoy a break, to supercharge their next round.
Says Joyce Tan, head of marketing confectionery at Nestlé: “KitKat has become synonymous with the self-rewarded break from everyday frustrations.
“With over 68% of Australians gaming and 80% of households having more than one gaming device, it’s only natural that some of these frustrations happen in this competitive environment. With this campaign we’re able to create greater relevance for the brand amongst this growing community and show how taking a break with KitKat might be the mental power-up needed to tackle the next level.”
In a first for Nestlé, the campaign is live out on Twitch, the world’s leading live streaming platform for gamers, as well as on YouTube and other contextual environments.
Says Dave Jansen, creative partner at Connecting Plots: “We love the challenge of creating work tailored to specific communities and emerging platforms; digging into insights & figuring out the nuances of the audience to make campaigns sing. No one wants to seem like a dad at the disco, so the challenge was producing something gamers could easily and sincerely relate to.
“We identified the community-wide frustration of making mistakes during marathon gaming sessions, and dovetailed that with KitKat’s ‘have a break’ platform to create a relatable campaign that shows how KitKat’s commitment to breaks is as relevant online as it is in the real world.”
Client: Nestle
Head of Marketing Confectionery: Joyce Tan
Brand Managers: Elisa Hall & Eileen Whitta
Agency: Connecting Plots
Creative Partner: Dave Jansen
Strategy Director: Tim Collier
Senior Account Director: Jack Blades
Copywriter: Julia Kenny
Art Director: Joe Davies-Griffith
Project Manager: Gwen Jimenez
Managing Director: Tom Phillips
Production: Infinity Squared
Head of Production: Melanie Reardon
Director: Toby Morris
DOP: Evan Papageorgiou
Art Director: Aisha Phillips
Post Production: MAD Studio
VFX: Diego Poveda
12 Comments
People break their controllers and stuff from gaming frustrations. If they show you their broken peripherals, you give them a free KitKat. “Break something better”
or something like that. I don’t know. I literally just thought of it in 2 secs.
This is so bad it hurts
This is actually a good idea with campaignable legs. It’s a natural fit for the brand’s long-standing line.
But this execution could be a lot better.
Good luck with being condescending to an audience who frequents 4Chan.
Wow. Have JWT lost Kit Kat as well?
Maybe they’re just having a break?
This is so patronising.
When I call my son a ‘gamer’ he says, “this is the reason mum left”. I sometimes think i’m bad at advertising. But truthfully, i think the divorce has gotten to him.l
What is the work?
Is it just that film?
this is super cool, kids will love it
If you are going to give away free ideas, make them good ones. Yours is no better than this steaming pile of Kat shit.
Who is the model in the ad campaign?