DEFINING THE NARRATIVE: DELIVERING A PREMIUM INNOVATION FOR AN EMERGING BRAND
Fuel excitement and buzz for KitKat Chocolatory and its exclusive launch of Ruby chocolate, ultimately driving awareness for the premium sub-brand alongside foot traffic to its Melbourne boutique.
A hard-working launch campaign leveraging our world and Australia-first narrative, and best practice media and influencer relations.
Building the story with stunning editorial assets, we created national hype and delivered a stream of positive coverage with key exclusives across TV and print/online, comprehensive pre-seeding and a rolling media call and famils in-boutique.
A targeted media outreach program across key verticals alongside bespoke product drops fuelled both media and influencer engagement, while positioning Ruby as the most compelling chocolate innovation in 80 years.
At launch, 100+ key hits including TV news across Channels 7, 9 and 10 and a major syndication across News Corp, with a potential campaign reach of 46 million. With zero paid placements or influencer endorsements, we achieved 100% positive sentiment and a key message penetration of 2.5/3.
Importantly, the product was a massive hit in-boutique and its success paved the way for the highly successful launch of KitKat Ruby in supermarkets nationwide.