In a recent commercial of KitKat, a female flight attendant fails to call the last passenger to the gate, eats a piece of Kitkat, then raps and beat boxes at the mic, and then finds the lost passenger. Unfortunately, we were confused about it because rapping has nothing to do with the passenger, and we were irritated about her relatively poor rapping skill. We believe these obstacles fail to deliver the brand’s advantages to viewers.
However, we found that women were more likely to consume chocolates than men, in particular, when they were depressed or agitated. There is even a special Swiss chocolate called “Frauenmond” that makes menstrual pain goes away. Judging by these facts, our new commercial targets at 20 – 30s women who feel unhappy for no specific reason and positions Kitkat as a medicine for emotional problem of women. We embed this concept into a story about a man who is confused about his girlfriend’s suddenly aggressive behavior. He runs to a nearby pharmacy, looks for a medicine for his lover. The pharmacist hands over Kitkat as a solution. When the girlfriend eats Kitkat, she becomes happy and cheerful as usual.
Written by Da liva Latitia, Sangeui Park, Yongho Shin, Myungjoo Yoon, and Hyojung Jin | Marketing Communication 2016 Fall | College of Business Administration, Kookmin University
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