Episode description

What if taking a break from technology could be as simple as enjoying a chocolate bar? In this episode of Future Proof, we delve into the world of KitKat’s latest campaign, one of the winners of the Kantar Creative Effectiveness Awards 2024. Join host Jane Ostler for an insightful conversation with Wael Jabi, Head of Marketing for KitKat at Nestlé, Tom Drew, Executive Creative Director at VML in London, and Polly Wyn-Jones, Global Knowledge Manager for Creative and Media at Kantar. Discover how the team identified the universal frustration with technology as a key insight and transformed it into a compelling campaign that resonates globally.

They explore the creative process behind the campaign, the challenges of maintaining a consistent brand message across diverse markets, and the importance of consumer feedback in driving creative effectiveness. Learn how KitKat, a brand with nearly 90 years of heritage, stays relevant in today’s fast-paced world by addressing modern consumer needs and frustrations. Whether you’re a marketing professional, a fan of great advertising, or simply curious about the behind-the-scenes of successful campaigns, this episode offers valuable insights into the art and science of brand storytelling. 

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