KitKat Blocks

KitKat took centre stage with the launch of their KitKat Blocks in Ireland. The Out of Home campaign leaned into the iconic brands playful spirit utilising creativity to turn everyday formats into life-size versions of the new chocolate bars.

To effectively introduce the new chocolate range, the strategy targeted environments where commuters could be encouraged to “Take a Break”, leveraging extending dwell times to maximise awareness of the creative specials. Given that this was a launch, a broader OOH amplification was essential. High-impact, fame-building OOH placements were strategically aligned with special executions, creating multiple touchpoints and ensuring the new range made a bold memorable entrance into the market.

At the heart of it all, three digital screens at Connolly, Pearse, and Heuston were transformed into striking representations of the new KitKat range. Bold, larger-than-life wraps demand a second glance from busy commuters, featuring jagged edges that echoed the bar’s packaging. In the centre of the digital screens, a full-motion video brings the deliciously flavoured temptations of the new KitKat range to life.

The campaign was amplified by large-format roadside, large format digital, transport formats and point of sale.