Kit Kat „break benches”!

How well do you know this theme line?

We all know this particular chocolate bar. Kit Kat is one of the most well-known snacks.

So they adverts are.

But let’s be honest. The market of snacks, or chocolate bars to be more specific, is very extended and it’s constantly growing, so different brands are competing with each other and they’re trying to differentiate themselves as much as they can to convince customers to their products. And they’re using many techniques to do it. Some of them are very successful, some of them not really. We’ve got very innovative ideas or some traditional ways to differentiate.

Today, I’d like to point out one of my favourite guerrilla marketing campaigns of Kit Kat. Even though, it was 4 years ago, I can still remember how good it was. So if you don’t remember it, or never heard about it (which I doubt, because it was a good one) let me paint a picture of it for you.

Kit Kat put their special benches in some parks, shopping centres and on many streets. What is obvious, they drew people attention as they were much different than other benches. They looked like well known chocolate bar, with brand name, associated colours and slogans, which couldn’t be mistaken in this case. Isn’t it a perfect way to stand out from competitors? I mean, how many similar benches have you seen?

Also, let’s just consider how well thought it was. Kit Kat is associated with “break time”, so sitting on a bench is.

Boom! Perfect match!

Even though it was all very consistent, it was also surprising which is the key characteristic of guerrilla marketing.

Alright, but what is guerrilla marketing really about ?

Simple as that, the main goal for it is to draw people attention with unstandardized type of marketing activity. Something that is unusual, shocking or surprising. It’s all about creativity and innovation, not really about money, as you can create very successful guerrilla marketing without a lot of many spent. You’ve got to have a great idea (content) and even better way to apply it. How you’re going to show it to the world is also very important, if not the most important part of all of it. (Fill, 2009).

The reason why I love guerrilla marketing so much is that every company is equal here. You don’t have to be one of the market giants to be successful at it, as even small companies with little money resources can beat the biggest brands.

How great is it that in the world of marketing and business when it’s all about money and how to be the most recognisable, biggest brand on the market, you as a small company still can be very successful!

Look how many opportunities it gives to new businesses and people who are creative and innovative, but don’t have that much money yet for making their great ideas into reality. Personally, it’s one of my favourite marketing activities where everyone is equal and creativity is a key. Simplicity, fresh ideas, thinking outside of the box, good planning skills and the most important, applying them in the professional way. That’s the essence of it and that’s what I value the most in the work of marketer and advertiser.

What do YOU think of guerrilla marketing ? Do you love it as much as I do? Did you like Kit Kat application of it? Let me know in the comments below!

anita.

---

REFERENCES:

• Fill, C. (2009) Marketing communications: interactivity, communities and content. 5th ed. Harlow : Pearson.