Aussies crave
it their way
Brand Strategy
Brand Architecture
Portfolio Management
Innovation Sprints
Creative Development
Packaging Design
Local Initiatives
Insight
In the dynamic world of chocolate, the Australian market stands out as a unique and demanding landscape. Australians are known for their love of variety, flavour, and indulgence, especially when it comes to chocolate. As a result, brand loyalty takes a backseat to the excitement of new and enticing offerings. Consumers in our market crave novelty and are always on the lookout for fresh and thrilling taste experiences.
Vision
Our vision was clear - to refresh the KitKat brand for the Australian market, ensuring it remains exciting and dynamic, particularly for the elusive Millennial target market. We recognised the need to strike a perfect balance between strategic innovation and adhering to global brand mandates to maintain consistency and identity.
FROM CONSER
VATIVE
TO CRAVE
ABLE
KITKAT GOES DARK
Australians love evening dark chocolate, especially the younger market. To appeal to males & females aged 25-45 seeking sophisticated experiences, we created a unique KitKat Dark range. The challenge was to elevate the design, attracting both age groups without being super-premium. Focusing on 'everyday' indulgence and dark chocolate's sophistication while preserving KitKat's youthfulness, we introduced Dark as a Co-Driver in the portfolio. The design stretch allowed us to speak to a different consumer and occasion.
What’s YOUR
FLAVOURITE
The Australian chocolate lover craves innovation, especially with smooth fillings. To compete, KitKat introduced a compelling 'smooth' offering. The packaging highlights the new format, texture, and flavour, encouraging consumers to see KitKat beyond its 'crunchy' image. Ingeniously showcasing the iconic KitKat fingers in a new way through a hero cross-section, we emphasised the delightful new format and delicious fillings.
OUR LOCAL LEGEND
The Australian market craves FMCG brand collaborations, driving excitement and increased sales. Introducing MILO on the confectionery shelf was a captivating move, yet we aimed to preserve KitKat's hero status while showcasing the collaboration in packaging. Our design solution tailored a distinct system for collaborations, maintaining KitKat's familiar assets while highlighting the excitement of the collab.
WE CARE ABOUT OUR COMMUNITY
In Australia, environmental and mental health issues hold deep importance. Our challenge was to showcase KitKat's genuine initiatives, reflecting the brand's shared values and dedication to benefiting the wider community. Fearlessly breaking global mandate rules, the design effectively demonstrated KitKat's commitment to these critical issues with authenticity and impact.
“I would like to say a big thank you to the Team at the The Key Branding for their outstanding work on KITKAT. You continue to impress us with your ability to push the creative boundaries but also to deliver what is best for our brands and consumers. We are really proud of the brilliant work that we’ve put out together. Thank you for being a strong strategic partner to Nestlé - not only do we love the work but we also love working with the team. Onwards and upwards from here!”
Joyce Tan
Head of Marketing - Confectionery
Nestlé Australia