Following on from the success of the KITKAT Personalised Packs promotion in 2017, where we gave away 57,000 prizes – KITKAT and ZEAL Creative kicked off 2018 by introducing Joe the Mug to the confectionery market.
The introduction of Joe into the public sphere marks a strategic alignment of KITKAT & hot drinks, helping KITKAT to continue to own the break occasion.
We’re giving shoppers the chance to win Joe the Mug, a limited edition, heat reactive mug that displays different personalities when hot drinks are added. Consumers can enter the promotion when they purchase any promotional KITKAT pack, and with 50,000 up for grabs, we’re expecting to see Joe’s mug all across the UK!
ZEAL brought Joe the mug to life by creating 8 different designs, each with a different break message which is revealed on the back once you have your next hot cuppa.
Winners are able to pick the perfect Joe to accompany their break through the dedicated promotioned microsite and the range of designs feature across all of our participating packs and promotional SRPs, helping to bring Joe to life in-store.
Through the microsite, shoppers can not only enter the promotion but spend time ‘getting to know Joe’ through ZEAL’s ‘Which Joe are You’ quiz.
We have developed a series of fun questions to identify which Joe most suits your break, bringing each personality to life and building an emotional connection with our consumers.
Being the sociable mug that he is, Joe has been making an impression online. An extensive digital support strategy has meant that Joe has been spotted in sponsored posts and videos across Facebook, Twitter and Instagram; plus consumers have been having fun on a gamified Snapchat filter. Other media support has come in the form of online web banners, such as those spotted on Ocado.com.
Sophia Huddlestone, Senior Account Manager:
“We’re so excited to see Joe’s mug in stores across the UK! We can’t wait to see how shoppers enjoy breaks with Joe and with 50,000 prizes up for grabs there’s plenty of chances to have Joe join you on your next break!”
Rachel McHale, Associate Director:
“After all of team’s hard work, it’s great to see the Joe the Mug promotion go live. We are offering an innovative way for consumers to personalise their breaks, and really linking KITKAT with the hot drink occasion with a fun and engaging execution we can really see resonating with UK shoppers.”
The promotion runs until August 2018, but there’s a limited number of each design, so hurry and pick up a promotional pack today so you can grab your favourite Joe while he’s still around.