KITKAT invites Thai consumers to “Break the barrier, bridge the generation gap” in a campaign that will connect all generations through two presenters Fourth and Opal, reaffirming its position as the number one chocolate brand
KITKAT, the number one chocolate brand loved by chocolate lovers around the world for the past 90 years, launches a new campaign in Thailand, “Break the barrier, Bridge the generation gap”, based on an insight about different lifestyles of two main generations. The campaign highlights its position as the real deal when it comes to taking a break, and whatever your lifestyle, having a break is equal to having a KITKAT. The campaign targets two main consumer groups, Gen X and Gen Y, and uses two presenters Fourth and Opal, icons of their respective generation, to share different perspectives and lifestyles, and invite everyone to break the generational barrier and take a break with KITKAT.
Apiwat Iriyapichat, Business Executive Officer – Confectionery, Nestlé (Thai) Company Limited, talked about the “Break the barrier, bridge the generation gap” campaign, “For almost a century, KITKAT is a chocolate brand that offers happiness and quality breaks through a balance of chocolate and wafer. In Thailand, KITKAT has been a chocolate lover’s favorite for 40 years, and we have the highest market share in the chocolate market, which is worth 8 billion baht. In 2024, on the occasion of KITKAT Thailand’s 40th anniversary, we base our campaign on an insight about changing lifestyles and social context over the past 40 years, as well as different perspectives and lifestyles of our two main consumer groups: Generation X consumers who grew up with KITKAT, and Generation Y consumers whose lifestyles are constantly evolving but are still chocolate lovers. Our campaign serves as a bridge that connects these two generations and bring them closer through having a break with KITKAT, reaffirming our position as the chocolate brand that is symbolic of having a good break for all generations.”
This campaign portrays the difference between the two generations through two presenters, Fourth Nattawat Jirochtikul, a young idol, and Opal Panisara Arayaskul, a seasoned show host. They represent their respective generation and show that despite having different lifestyles, both of them can connect seamlessly by breaking the barrier with KITKAT, a brand that has championed good breaks for the past 40 years in Thailand. Under this campaign, there will be creative communications using modern technology, such as AR displays on EM Tower and The Emsphere, to let everyone know that it’s time to take a break. At the launch event for the campaign, a special bench has been designed to bring people closer together through sharing thoughts, bridging the generation gap between them.
KITKAT has been committed to offering quality breaks to consumers in Thailand over the past 40 years, and constantly introduces new innovations that have been loved by consumers in Thailand, from new flavors such as Salted Caramel, Raisin Cookie, Popcorn, Golden Dragon and Dark Chocolate, to fun seasonal packaging for special occasions. In this special year, KITKAT has new innovations in the pipeline to make taking a break more fun than ever, reaffirming the slogan “Have a Break, Have a KITKAT”.