The name KitKat was registered as a trademark in 1911 in the United Kingdom and, for a short time, was used for a brand of boxed chocolates. The product in its current form was first sold on August 29, 1935, initially under the name “Chocolate Crisp”.
KitKatThe idea of a factory worker H.I. Rowntree, was to create a “hunger breaker” dessert that was practical and tasty at the same time.
Singular campaign because it explained nothing about the product but, at the same time, piqued the curiosity of a large audience, the widest possible.
A further aspect of curiosity is also given by the red writing on a label with a black background. The public was accustomed, in fact, to white writing on a red background.
In two years
the popularity of the Asia Mobile Number List bars grew rapidly, and soon George Harris. Rowntree’s Marketing Director, proposed giving the product a shorter, more immediate name. It seems that the new name was inspired by the “Kit-Cat Club,” a London cultural club. Founded in the 18th century, still in vogue in the 1920s, frequented by politicians, writers and even Rowntree employees. KitKat – Chocolate Crisp was born: the snack was immediately associated with the idea of a “break”.
The main criticisms leveled against this method are linked to the unawareness of multiple transitions as it is not possible to know how the customer will behave after the first purchase. Many companies are interested in customer lifetime value and not in individual actions.
Furthermore, according to detractors, the AIDA model does not allow reputation management and monitoring .
Initially launched with a red and cream livery
the wrapping was changed to ALB Directory blue and cream in 1942, when it was produced with a dark chocolate coating due to milk shortages during World War II.
The red and cream wrapping made a comeback in 1947 along with the standard KitKat product with milk chocolate. The first use of the word “break” in association with brand communication dates back to 1937.
