Our challenge was create a digital campaign to launch Kit Kat Chunky Double Caramel in South East Europe. The chocolate has two contrasting caramel textures – one half has CRUNCHY caramel and the other half has CREAMY runny caramel.

We are not the same every time. At home we can be more passive, at work more aggressive. In fact we have multiple personas. The symbol of the theatre (double masks) represents well this human condition. A double flavour is equal to double moods.

How to show this double personality? By showing fans wearing TWO DIFFERENT SHOES while having a break. Double shoes correlate to you the same way, as Crunchy and Creamy relate to the bar: 2 personalities in 1.

Shoes are very important item of identification and status for the young audience.

TRY THE BOTH SIDES OF BREAK
ОПИТАЙ ДВЕТЕ СТРАНИ НА ПОЧИВКАТА
Show both sides of you while having a break.

To deepen the interaction and stimulate trial of the new product we developed a FB app: TRY THE BOTH SIDES OF BREAK. At the beginning, the FB app background is empty and divided in grids. When fans upload their pictures from social networks (Instagram, FB, etc.) thumbnails pictures automatically feeds the grid. Fans can vote for the best "both sides of the break" pictures. The best ranked images will have double likes.

To engage this initiative we create a series of Social Media videos with influencers promoting the campaign.

There fans can upload pictures of relaxing moments with two different shoes. The pictures shared on our FB page awarded the first 100 fans to try first the new Kit Kat Chunky Double Caramel and the best pictures voted by fans with exclusive hand painted sneakers specially designed from Rockacoca.