Pillow Book
Nestle Kit Kat
Issue 28 | September 2013
Agency
JWT Brazil
Creative Team
CCO: Ricardo John Art Director: Brunno Cortez Copywriter: Erick Mendonça Creative Director: Ricardo John
Production Team
Graphic Producer: Flávio Schaefer
Other Credits
Planning: Fernand Alphen, José Lucas, Leandro Peralta Account Team: Luciana Rodrigues, Renata Buess, Victor Conrado Media: Aline Moda, João Dabbur, André Sanches Advertiser Supervisor: Ricardo Bassani, Adriana Noronha, Ingrid Lambrecht
Date
April 2013
Background
Kit Kat wanted to attract younger consumers. They set out to show students that they understood what life was like for them and to demonstrate that in even the busiest of existences there was always a need for a break.
Idea
Students work hard and play hard. Often they don’t get much sleep. What better way for Kit Kat to be relevant to them than by providing them with a notebook, which could easily and rapidly be turned into a pillow.
Because students engaged with the idea, news about Kit Kat’s thoughtfulness spread rapidly through all of Brazil’s schools and universities.
Results
Hundreds of notebooks were produced and distributed at less than $5 per item. Demand became so great, more notebooks had to be rushed out.
Nestlé received calls and emails from students asking to buy their own Kit Kat pillow. This is how the brand was able to talk to a hard-to-reach audience and get them to view the brand positively.
Our Thoughts
In some ways this is such a silly piece of advertising. A pillow, for heaven’s sake.
I can hear marketers of my generation snorting indignantly that this is nothing other than a small and shallow stunt. And yet I love it because it is again a brand showing how it can play a real part in people’s lives. It is the brand as friend, the brand as ally. And the fact that it endorses the famous ‘Have a break’ line makes it a genuinely branded piece of communication.
The fact that the first four pages of Google list site after site writing about the idea and that there are many hundreds more blog posts and mentions makes the idea suddenly a lot less small.
Frankly, with my daughter about to start university in two weeks time, I think Kit Kat could (and should) be making these pillows available to all freshers and make a big campaign out of it.