Nestlé has earmarked £16 million to advertise Kit Kat in what it claims is the biggest ever media spend for a single confection ery brand. The money will be spent on TV, press, outdoor and trade advertising, and an on-pack promotion called Perfect Break.
Running from January until March, the competition offers consumers the chance to win £1 million -worth of prizes, such as a break on a private island, a break from utility bills for five years or an adventure break. It will be advertised on TV from Jan 19.
Trade communications manager Graham Walker said: "Kit Kat will be on TV in 10 of the 12 months in 2009, with the adverts being seen by 99.9% of target shoppers 53 times."
TV advertising will also form the bulk of Cadbury's £4.9 million marketing push .
An ad called Class of 2009, featuring a Creme Egg teaching other eggs to "speak goo", will break on New Year's Day, followed by a series of five ads designed to build on the
"release the goo" theme.
Outdoor, press and digital advertising will also be used to communicate "what makes Cadbury Creme Egg so distinctive and unique
- the 'goo' in the centre," according to trade communications manager Kate Harding.