Kit Kat 'Hijacks' Other Brands' Billboards to Promote Colombian Launch
JWT Colombia Recreated Posters With Models Munching on Kit Kat Bars
Jul 14, 2015
To promote the launch of Kit Kat in Colombia, the brand and long-time agency JWT took its "Have a Break" slogan and hijacked other advertisers' billboards -- with their permission.
The Nestle-owned candy bar persuaded the other brands to let it recreate their billboards with the same models, but pictured munching on a Kit Kat. The idea is that the models are "having a break."
The posters, which ran on Bogota's public transportation system, came with Kit Kat dispensers and a message that read: "Like the model on this billboard, you too could have a break."
Kit Kat used PR and social media to promote the billboards, and even persuaded the other advertisers (who included Mazda and Banco Caja Social) to promote them through their own channels. JWT claims Kit Kat's engagement and fan base increased by 20% as a result of the campaign.