MxMIndia

Tag: Kit Kat

  • The initiative was conceptualised and facilitated by Famous Innovations

    Famous Innovations gets Nestle to change packaging of Maggi, Kit Kat & Nescafe in support of Nanhi Kali

    By A Correspondent

     

    Raj Kamble with Anand Mahindra and Chandrasekar Radhakrishnan of Nestle

    Nestlé India has brought about a change in packaging of three of its iconic brands – Maggi, Kit Kat and Nescafé to support girl child education in association with Project Nanhi Kali – an initiative by K C Mahindra Education Trust and the Naandi Foundation.

     

    Said Raj Kamble, Founder and CCO, Famous Innovations: “We were thinking of ways to increase corporate engagement for Project Nanhi Kali and we found ourselves wondering – what can corporate brands contribute with, other than just money? “Taglines” was the simplest, yet the most daring of answers. The one asset that any brands holds dearest to its heart and closest to its name. We salute Nestle India and Project Nanhi Kali for this bold step towards educating girls in India, a cause that we all know needs urgent attention.”

     

    In their new avatar, Maggi has changed its tagline from “2 minute noodles” to “2 minutes for education”, Kit Kat has changed the visual of the finger snap to one without the break with the line “no break from education” and Nescafe comes with the tagline “ It all starts with a Nescafe” to “It all starts with education”. The message is further reinforced with a call to action and the URL nanhikali.org. A hundred million packs in the new avatar will hit the shelves this week, notes a communiqué.

     

    Speaking on the partnership,. Suresh Narayanan, Chairman and Managing Director, Nestlé India said: “Brands are built by earning the love and trust of consumers over time. Every time a consumer picks a pack off the shelf, the visual properties of the brand serve as symbols of the promise the brand has made to the consumers. They are therefore invaluable assets, protected and treasured by organisations. We are changing the packaging of three of our most iconic brands to sensitise and draw attention to the fact that society needs to embrace collective responsibility in ensuring that more girls have the opportunity to pursue education. Girls with access to education not only improve their own lives but also bring changes to their families, communities and economies. This is Nestlé India’s humble way of making a small yet deeply felt contribution to a cause that is important and vital to our society.”

     

    The initiative will be further amplified by TV, outdoor, print, digital and on-ground activities, the communiqué adds.

     

  • The key target audience, the youngsters, will connect with this situation. Also, Nestle has done a cool improvement over the previous version: they have set the new commercial inside a classroom.

    Debrief: Kit Kat: All about the birds and the squirrels

    By Anil Thakraney

     

    Recall Kit Kat’s dancing, crooning squirrels from last year? While the idea was quite insane, I did feel the approach imparted distinctiveness to the brand’s advertising. In fact, I remember social media was abuzz with the ad. Guess the positive reactions have prompted Nestle to make a sequel. And this time it’s parrots.

     

    The setting is a college classroom. A boring history teacher is in action, and one of the dudes can’t take it any more. He starts to record the lecture on a dictaphone, and takes a ‘Kit Kat break’. Once the choc is down, the hallucinations start. Two parrots suddenly appear out of nowhere and the couple gyrates to a romantic track. They even sit on top of the lecturer’s hair puff, much to our chap’s delight. Basically, pretty much the same stuff that happened in the squirrels commercial.

     

    [youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=0HygFG-yvh4[/youtube]

    It’s good fun, no doubt. The key target audience, the youngsters, will connect with this situation. Also, Nestle has done a cool improvement over the previous version: they have set the new commercial inside a classroom. This allows the creative to have some irreverent fun with the boring lecturer, and it adds to the general masti. All in all, Kit Kat is on the right track. The animated creatures give the brand good recall.

     

    I wonder which animal/bird will feature in the next ad. Elephants? Well, if they do so, the ad must happen after the UP assembly elections are done, or the election commissioner will clamp down on it. 🙂

     

    Rating: (On a scale of 1 to 5): 3.5 The animal farm is buzzing!