KITKAT, the official chocolate of the Brazilian League of Legends Championship (CBLOL), teamed up with Riot Games to launch five exclusive packages of the classic milk KITKAT, inspired by Arcane – Riot’s series based on the League of Legends game universe, distributed by Netflix and starring iconic characters such as Jinx, Caitlyn, Ekko, Ambessa and Vi. This launch, under the concept “Every break is a fresh start”, gains strength with a series of activations developed by Content Studio Ogilvy Nestlé, expanding the brand’s presence in the universe of games and entertainment and deepening its connection with young people.
As part of these activations, KITKAT brings an innovation to Twitch with the use of voice artificial intelligence. Developed by the agency Ogilvy Brasil in partnership with Druid Creative Gaming, Warrior Streaming Media and Mediabrands, the technology will recognize, during League of Legends matches, when the player chooses a champion — as when saying “I’m going to Jinx” — and will automatically display the corresponding KITKAT packaging on the screen. This and other actions will take place in November, with content also reflected on TikTok, further expanding the connection between the brand and the Arcane universe.
“The launch of the packaging, combined with the actions, makes KITKAT advance even further in the gaming universe, exploring innovative technologies such as artificial intelligence, which is already part of people’s daily lives. Initiatives like this allow us to create true connections with an audience that values both innovation and entertainment, especially fans of Arcane and League of Legends” says Rafael Berenguer, Executive Manager of Integrated Marketing & Communications at Nestlé.
The brand, inspired by fans of the Arcane series and the entire League of Legends universe and by the concept “Have a Break, have a KITKAT”, teamed up with the duo of illustrators Sapo Lendário, who developed exclusive arts capturing the essence of the characters from Arcane. The illustrations pay tribute to cosplayers, celebrating those who dedicate time and creativity to bring the series’ heroes to life.
“The concept ‘Every break is a fresh start’, created by Ogilvy Brasil, was born with the success of Arcane in 2021, winning over both League of Legends fans and film and TV critics, and expanding its audience beyond the gaming universe. With expectations high for the second season, the concept captures this wait for the return of the series, exploring, in a light and comprehensive way, the new conflicts, the awakening of powers, the new relationships between the characters and the renewed strength of the heroes, ” reveals Valéria Desideri, Content Lead at Ogilvy.
