The
product developed as Wafer Crisp, was initially launched in London,
UK in September 1935 as Rowntree's Chocolate Crisp. It was re-named
two years later as KIT KAT® Chocolate Crisp. This
became Rowntree KIT KAT® after the Second World
War.
No one can be absolutely sure where the name KIT KAT®
came from but it is believed to be from the famous 1920's KIT KAT®
Club in South East London which had some influence.
Within two years of launch KIT KAT® was established
as Rowntree's leading product, a position which it has maintained
ever since. During the second world war Rowntree KIT KAT®
was seen as a valuable wartime food and advertising described the brand as 'What
active people need'.
For most of its life Rowntree KIT KAT® has appeared
in the well known red and white wrapper. It did, however, change to a blue wrapper
in 1945, when it was produced with a plain chocolate covering due to a shortage
of milk following the war. This blue packaging was withdrawn in 1947 when the standard
milk chocolate KIT KAT® was reintroduced.
Star of the advertisements during the fifties was Kitty the Kat, who emphasised
the 'rich full cream milk' quality of the brand. Production improvements from the
mid-fifties ensured that KIT KAT® was always crisp and, to reinforce
the point, the kitten was depicted responding to the snap of a KIT KAT®
being eaten.
KIT KAT® first appeared on television in 1957 with the theme 'Have
a break - have a KIT KAT®'. The campaign proved so popular that sales
increased by 25%.
In 1963 the first KIT KAT® multipack was produced and after only
five years the bargain six pack of two-finger KIT KAT® accounted
for over 20% of total sales.
Sales increased dramatically in the early seventies following huge investment in
new plant and equipment by Rowntree.
In 1973 the cream and red wrapper was replaced by a new bright red and white wrapper.
Since then the label has only changed once more - in 1993. Subtle changes were made
to the oval shape and a more lively typeface was introduced.
The product is Nestlé's biggest chocolate confectionery brand and together with
the success of the product in the USA, manufactured under license by Hershey, makes
KIT KAT® the second largest selling chocolate brand
in the world.
The extraordinary success of NESTLÉ KIT KAT® CHUNKY®
shows that skilful leveraging of the right brand in the right format can deliver
explosive growth. First launched in the UK and Ireland in 1999, KIT KAT®
CHUNKY® is now sold in Continental Europe, Australia, South Africa, Japan, Canada,
Middle East and many other countries around the world.
Other pack formats are KIT KAT® Kingsize, Snacksize, Mini, Sticks
and Petit (Japan). In addition to standard milk chocolate there are flavour variants
(orange, mint, pineapple) dark chocolate and the most recent extension; white chocolate.
The importance of consistency over time offering a good consumer proposition shows
how a big brand can be built.
The Key success factors for KIT KAT® is:
• A unique product providing the right balance between chocolate and crisp wafer
• A genuine consumption occasion "the break".
• Clear and consistent communication
• Proprietary technology to deliver the unique product characteristics
• Innovation to keep momentum and reach new consumers and new eating occasions
Key Dates
|
1911
|
The KIT KAT® name was first registered by the company. No-one is
sure of the origins of the name but it is thought to be inspired by the KIT KAT®
Club in London, a meeting house for the gentry.
|
|
1935
|
Rowntree’s Chocolate Crisp was launched in September, priced at 2d. The two-finger
version was introduced on May 15. It was first advertised as 'the biggest little
meal' and 'the best companion to a cup of tea'.
|
|
1937
|
Brand name changed to Kit Chocolate Crisp.
|
|
1939
|
The 'break' theme was introduced briefly although it wasn't until the late fifites
that the slogan was used on a sustained basis.
|
|
Late 1940's
|
Kitty the Kat was introduced into KIT KAT® advertising.
|
|
1951
|
First poster for KIT KAT®.
|
|
1957
|
First television advert. It was based on the first poster 'Have a Break - Have a
KIT KAT®', portraying the product broken in half so it could be shared.
|
|
1963
|
The KIT KAT® Multipack is introduced on the biscuit counter in supermarkets.
|
|
1969
|
First colour television advert.
|
|
1986
|
KIT KAT® becomes the UK's leading confectionery brand.
|
|
1993
|
Subtle design changes made to packaging.
|
|
1996
|
First nationally available flavour variant launched: KIT KAT® Orange.
|
|
1998
|
Limited edition Five Finger KIT KAT® launched.
|
|
1999
|
Launch of KIT KAT® CHUNKY® - the giant, single-finger version.
|
|
2000
|
Roll out of KIT KAT® CHUNKY® to Canada, Australia, South Africa, Continental
Europe, Middle East, (and USA through Hershey)
Launch of KIT KAT® Petit in Japan.
|
|
2001
|
Launch of white chocolate KIT KAT® CHUNKY® in Australia.
|