KitKat: KitKat4Takjil Ramadan

KitKat, a confectionary brand, leveraged Instagram and YouTube to drive awareness and interested in KitKat during Ramadan in Indonesia.

Campaign details

Brand: KitKatAgency: Wunderman Thompson

Strategy

Objective

Ramadan is a big occasion for snacks and confectionery in Indonesia. The category saw a +20% growth during Ramadan 2019, but KitKat saw a decline! For example, Beng Beng, KitKat's key competitor, had a +100% increase in brand interest (Google) during Ramadan 2019.

Why had KitKat had not been able to capitalize on Ramadan the way key competitors had? There were two core reasons for that:

  1. Indonesians associated Ramadan snacking with local brands and often more traditional snacks, sold only during Ramadan; and
  2. In general, KitKat was also perceived...

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