Hasta La Creative!

In a first for Nestle, a new KIT KAT product variant is being launched entirely online. JWT and RMG Connect Sydney have created the digital launch for the new Kit Kat Cookies and Cream.

The Australian reports “The company will spend about $1 million, more than 70 per cent of which will go to social media websites such as MySpace, to promote the face of Kit Kat Chunky: a character called Hans Fagerlund. Significantly, Nestle confectionary will not use any traditional media to promote the brand. “

Nestle will spend about $1 million, more than 70 per cent of which will go to social media websites such as MySpace

The JWT/RMG campaign has been created specifically for digital communication and the content has been created to engage, play and share predominantly via social networking media.

Episode 1 of a mockumentary called ‘Chunga-struck’ available on YouTube and other video sharing sites

The digital media mix includes social networking sites, instant messaging, search, mobile and interactive video banner ads.

The comprehensive digital campaign features:

In comments to The Australian, John Broome, Nestle’s confectionery head of marketing said “that five years ago the money would have gone to television, radio and outdoor, but the internet and social media were now better for generating word-of-mouth among teens.

Hans Fagerlund’s Facebook profile
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