Dr. Sanjay Arora PhD’s Post

Transcript

Have a brave kind of Kit Kat. Do you know? This iconic line was given way back in 1958 by Donald Gillies of JWT London and was once dropped by Hersheys in the US resulting in losses to the tune of 5% per annum. Give me a break, give me a break, give me a piece of that Kit Kat bar. Hersheys launched this iconic radio spot way back in 1970s which went on to become one of the strongest ever year works. With people really hooked on to that melody. The brand was rocking the sales registers. But cut to the late 2000s and the brand was not doing too well with dozens of brands that Hershey's has got, for example, Reeses Pieces, Kisses, Twizzlers, Jolly Ranchers, etc. Soon they lost focus and the brand was lost. Hershey's biggest blunder? Dropping the line. Give me a break, give me a Kit Kat. And it was so badly hurting the brand that was losing sales at 5% per annum. It was 2007 when Colin Korak was assigned the brand by Hersheys. Her research also told her that people actually had KitKat during the breaks, but then they also combined it with some. Hot beverage and what was the most frequently hacked beverage in the US? Coffee, of course. She put together a campaign that had a Kit Kat sitting next to a coffee cup or someone grabbing a cup of coffee and asking for a Kit Kat. Campaign was an enormous success. The first year closed at 8% high and by the end of the year the sales were up a massive 33%. Marketing lesson. You could be hanging 5 to 8 cups of coffee a day, so frequency of purchase increased. That was the brilliance of the campaign. Know of anymore triggers that make you think of certain brands? Please mention them in the comments below and do share it with your friends.