KitKat starts a TikTok debate on how to eat KitKat

Campaign from Australia gets influencers to show their chosen method

Published On
Sep 28, 2021
20210928_KITKATTikTokCreators_3x2

Editor's Pick

Nestle's KitKat has taken to TikTok in Australia to create some Gen Z buzz around the brand, by geting influencers to post about the best way to consume the candy bar.

The campaign, by Wunderman Thompson, encouraged prominent TikTok creators throwing their voices into the debate by posting videos demonstrating how they eat a KitKat. Well-known Aussie actor Michael Caton ("The Sullivans") also took part, asking "‘Is this wrong?" as he bites into all four fingers of the candy bar. 

To show that there's more than one way of eating the product, KitKat is also testing the waters with some limited-edition packs, where the iconic snapping fingers are replaced with some of the different ways Aussies bite their KitKats.

“As Australia’s favourite chocolate bar, we know that people have some serious love for the iconic treat, but we wanted to discover new ways to engage with the fanbase online," said João Braga, chief creative oficer at Wunderman Thompson, in a statement. "What better way to do this than by jumping into the heartfelt and passionate debate over the true, right and ‘correct’ way to eat a KitKat."

The campaign has garnered 4.3 million views across TikTok and Instagram, and more than 70,000 views in a Twitter debate about how to eat a KitKat.

@KitKat

Am I doing this right? 👀 #KitKat

♬ Promoted Music
@milligram96

what’s wrong, you look like you’ve seen a ghost 🍫 #rulebreak #kitkat #ad

♬ original sound - Millie Ford
@rybkatwinsofficial

Twins be like… 😅 Except the last one… 🧐😱🤯 #rulebreak #kitkat #gymnastics #acro #dancers #twins #sisters #twinsbelike #ad

♬ Do You Believe in Magic - Lovin' Spoonful

Credits

Date
Sep 28, 2021
Client :
KitKat
Agency :
Wunderman Thompson-Australia
Chief Creative Officer :
Joao Braga
Associate Creative Director :
Simon Koay
Associate Creative Director :
Steven Hey
Senior Copywriter :
Steve May
National Chief Strategy Officer :
Angela Morris
Senior Strategist :
Carnelian Easton-Jones
Partner :
Ana Lynch
Group Engagement Lead :
Laura Hawdon
Head of Marketing Confectionery :
Joyce Tan
Marketing Manager Chocolate :
Jenna Nakou
Brand Manager KITKAT :
Monique Ellis
Media :
UM
Production Social content :
Shuttlerock
PR :
Poem House

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Project Type