Confectionery brand KitKat is encouraging the British public to ‘take a break’ from the cold via a spontaneous out-of-home campaign designed to capitalise on the current cold snap.
Developed by integrated creative agency VML, the work went from creation to implementation in 36 hours and will be live nationwide for the next two days.
In a knowing nod to both its own historic strapline and the ongoing Baltic temperatures, KitKat is inviting passers-by to ‘Take a brrr’ from the harsh weather and enjoy one its chocolaty wafer treats.
Subscribe to Marketing Beat for free
“With an arctic cold snap having us all reach for jumpers, hats, gloves, coats… and yet more jumpers, we wanted to entice people to take a brrr…eak with KitKat. An impressively quick turnaround from a brilliant team,” VML creative director, Mike Watson said.
Inspired by arduous task of scraping ice off of your car windscreen on a bitterly cold morning, the execution looks to create empathy with Britons as they deal with the coldest night of the winter so far.
The impromptu activation follows on from the Nestlé-owned brand’s summer TV campaign, in which the humorous and relatable clip asked viewers to ‘take a break’ from life’s many tech frustrations.