Inspired by the concept Have a Break. Have a KitKat, which encourages people to take a break to resume activities with more energy, Kitkat seizes the period after Black Friday for an opportunity action.
Fostering good-humored conversations about impulse consumption on social networks, Nestlé’s chocolate brand has just launched the Break Friday action.
“Every year we see the same story repeat itself. After Black Friday, it is customary for many people to realize that they were very ‘excited’ in their purchases. Following the brand’s purpose, we decided to take this moment lightly and show that some people need an urgent BREAK” says Rafael Guaranha, Content Studio Nestlé manager.
The campaign is conceived by Content Studio Nestlé and Ogilvy Brasil agency and began on November 25th, on the eve of Black Friday, with the brand bringing provocations on social networks.
In the videos, the brand presented the most ridiculous and absurd possibilities of impulse purchases. The idea was to encourage people to share their narratives using the #breakfriday hashtag.
“We hitchhiked on a retail-relevant date to bring a relaxed debate about unlikely acquisitions and possible regrets on the date. Only a light and fun brand like KitKat can bring this agenda with so much fun”, highlights Leo Saito, Creative Director of Content Studio Nestlé at Ogilvy Brasil.
After Black Friday, the brand surprised some followers and influencers such as Gustavo Tubarão, MC Soffia, Fernanda Concon, Nicole Director and Lucas Guedes with a basket full of KitKat. The reactions of influencers and consumers with the surprise were registered and shared on the brand’s social networks.
“More than 70% of Brazilians intend to make some purchase on Black Friday. From the beginning, we knew that there was a powerful opportunity for dialogue with people. But this needed to be done in an irreverent way, like the brand”, emphasizes Patrícia Nacamuta, KitKat’s marketing manager.
Datasheet
CONTENT STUDIO NESTLÉ:
Content Studio Manager: Rafael Guaranha
Social Coordinator: Mariana Villela
Intern: Rafael Silva
Brand Manager: Patrícia Nakamuta
Marketing Specialist: Gabriela Varela
Corporate Communication Coordinator: Felipe Custódio
Director of Operations: Indra Sestini
Content Studio Manager: Patrícia Barbosa
Content Strategy Manager: Nancy Silva
Community Lead: Caroline Stecchi
Content Strategist: Jéssica Severo
Community Manager: Fernando Rodrigues
Community Manager: Thais Araújo
Community Manager: Ingrid Marques
Liquid Designer: Catherine Nuna
Liquid Designer: Be Madeiros
Copywriter: Thiago Nori
Monitoring Specialist: Gustavo Arakawa
CREATION:
Creative Director: Leo Yamashiro Saito
Creative Director: Valeria Desideri
IMAGE:
Executive producer: Douglas Monteiro
Production and Service Coordinator: Renata Franciscone
Producer: Leonardo Quintas
Videomaker: Diego Aragão
AUDIO:
Sound producer: Liquo
Service: Carolina Vadasz
Executive Sound Production: Felipe Engel
Mixing and Finishing: Liquo Audio
RTV:
Producer: Jacqueline Christine
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