Kit Kat's idea to reinvigorate its brand revolved around "Britain's Biggest Break", where the entire country was encouraged to "have a break" for 15 minutes on 21 March. Radio DJs took breaks (talkSPORT stopped talking to play their listeners football anthems) and all major TV channels changed their break patterns to run Kit Kat ads. Support activity included on-pack promotions, SMS, coffee jar sleeves and a supplement in Take a Break magazine.
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Title: Get Creative With Persil
Media agency: Initiative
Media strategist: Mark Bowling
Client: Lever Faberge
Brand/product: Persil
Persil devised an on-pack collection scheme for arts and craft materials for schools to engage with the "school gate" community of parents. The campaign drove 26,000 registrations representing more than 60 per cent of nursery and primary schools. A partnership with the BBC involved advertorials in BBC magazines, co-branded CD-Roms and sponsorship of the Tweenies arena tour.
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Title: Fray Bentos "Real Bloke Challenge"
Media agency: Naked Communications
Media strategists: Gavin May, Matt Hardisty, Hannah Measures
Creative agency: Mother
Client: Campbell's Grocery Products Ltd
Brand/product: Fray Bentos
Marketing director: Tim Perman
Media/brand manager: Karen Dymock
The Fray Bentos Real Bloke Challenge Roadshow was a nationwide search for the quintessential "Real Bloke" which made stars out of "normal men with bellies". The challenge was supported by hot sampling and games for children alongside "real blokes'" media such as beer mats and vans carrying posters.
