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KitKat begins campaign

Nestlé Canada has begun a new campaign for its KitKat chocolate bar called “Your Break Your Rules.” It encourages consumers to submit their own opinions on the “right way” to eat a KitKat bar. The campaign will consist of digital, out-of-home and television advertising, as well as social media content, a contest and influencer activities. Consumers can enter a draw for a KitKat prize package by submitting to social media an image of their own method of eating the product. The effort was developed by Courage, with media work by Thrive and PR by Citizen Relations.

“KitKat is one of the most iconic chocolate brands in the world,” said Dhaval Bhatt, co-chief creative officer at Courage. “By exploring all the quirky, absurd, and unconventional ways people enjoy it, we’re embracing a fun truth about what makes this brand great.”

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