Cultural Fluency / Here, KitKat has integrated its brand message into the widespread conversation about AI, aligning its brand’s timeless message of relaxation with the current zeitgeist.
In our interview about the Nestlé brand’s previous Have a Bite Australian campaign, the agency team behind the work revealed that KitKat’s strategy to maintain its salience is by connecting to cultural moments.
Angela Morris, chief strategy officer at Wunderman Thompson Australia, said: ‘One of the challenges the brand has given us is to keep KitKat relevant and we do that by trying to connect to culture whenever we can. It’s an objective that isn’t solved by one campaign, it’s a continuous process. You need to do repeat actions to maintain that relevance and stay salient.’
This latest AI-focused campaign followers the same strategy, this time by tapping into the cultural interest in generative AI.
