Kit Kat 'Hijacks' Other Brands' Billboards to Promote Colombian Launch

JWT Colombia Recreated Posters With Models Munching on Kit Kat Bars

Published On
Jul 14, 2015

Editor's Pick

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.

Credits

Date
Jul 14, 2015
Agency:
JWT - Colombia
Brand:
Kit Kat
Client:
Kit Kat
Creative Vice President/Chief Creative Officer:
Rodolfo Borrell
Creative Director:
Jaime Perea
Senior Art Director:
Nicolas Acosta
Vice President, Client Services:
Antonio Abello
Account Manager:
Lisseth Trejos
Responsible for Advertiser:
Juan David Rico
Responsible for Advertiser:
Carlos Madrian
Responsible for Advertiser:
Andres Trochez
Responsible for Advertiser:
Maria Clemencia Espinosa

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