KitKat has launched a Raya Promo campaign that ties the idea of taking a break to a Raya spring cleaning theme. Conceptualised by J. Walter Thompson Malaysia, the campaign will run until 30 June 2017 on Facebook and 8 July 2017 on TV.
The Raya Promo's main objective is to increase sales numbers through the special edition jars which will be given out for free during the campaign period. The advertisement first rolled out on Facebook this week and will launch on TV next week.
In a statement to A+M, a spokesperson said that according to consumer insights, spring cleaning during Ramadan is usually done by women, as such they wanted to encourage women to take a break. The Facebook spot was made to fit mobile screens and tells the story using a split screen. It features a mother using KitKat to entice the men in her household to join in the spring cleaning.
Tay Guan Hin, global ECD for Southeast Asia at J. Walter Thompson, said: "This is turning a promo on free jars and containers for Kit Kat that goes back to the brand. The brand is about giving people a break. In this case, the mother is using Kit Kat to lure the father and son to clean the house. So the mother can have a break."