2024 Winner

CASE SUMMARY

KitKat has long been synonymous with the “break” and its various meanings and interpretations within culture, from the water-cooler break at the office to the serendipitously unplanned break. But one break that hasn’t been celebrated enough by brands, is the break that happens every evening during the holy month of Ramadan: breaking your fast.

Despite there being 2 billion Muslims in the world, brands tend to overlook the most important holiday celebrated by this community, favoring Christian holidays like Christmas and Easter instead.

Chocolate is an important part of any celebration and year-after-year big brands put their attention towards national holidays, overlooking the culture and traditions of many of their consumers. The month of Ramadan is a time of spiritual discipline, generosity, and reflection. But it’s also a time of celebration and joy. The meal that happens at sundown, every day of the month, is called Iftar. It’s a time to gather with loved ones, crowd around the table for big meals, and exchange gifts. In celebration, KitKat launched a 30-piece bar for 30-days of breaking fast bringing awareness and attention to a break that’s so often ignored.

Unlike the regular four-piece KitKat, the “Iftar Bar” is 30 pieces-long, designed to be enjoyed piece-by-piece each evening during Iftar. It’s divided into three parts, parallelling the three stages of Ramadan called Ashras. The packaging features a tile pattern inspired by the iconic geometric patterns found commonly in Islamic architecture. A calendar detail is included under the physical bar to keep track of how far along people are in their fast, with each day revealed one-by-one as each piece is broken-off. The “Iftar Bar” also features iconography of the 30 phases of the moon inspired by the Islamic lunar calendar, showcased on the packaging sleeve as cutout moon phases that animate when the inner box is pulled out.

The community didn’t just love it — they felt seen after years of being overlooked by brands. And despite no paid media or press release, the “KitKat Iftar Bar” went viral, with over 2 million impressions after only seven days. Muslims celebrating Ramadan all over the world were sharing their traditions with KitKat and engaging in conversation about what Ramadan meant to them.

They commended KitKat on a thoughtful approach, voicing that this was an initiative that truly reflected an understanding of their community and traditions, with calls to make the “Iftar Bar” available world-wide. The “Iftar Bar” wasn't just a marker of celebration — it was a statement, spotlighting often overlooked communities and calling for awareness and normalization of all traditions and cultures.

Credits

Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Mike Dubrick, Leia Rogers, Morgan Tierney
Creative Director: Skye Deluz, Jacquelyn Parent, Hans Thiessen, Sean O'Connor
Art Director: Liana Mascagni, Mustaali Raj, Skye Deluz
Writer: Jacquelyn Parent
Designer: Mustaali Raj, Liana Mascagni
Associate Director of Integrated Production: Kate A. Spencer
Senior Print Producer: Agnes Gilchrist
Group Strategy Director: Shereen Ladha
Strategic Planner: Jayne Stymiest
Group Account Director: Shar Khursigara
Account Supervisor: Devin Bonin
Account Manager: Dharmisha Mistry
Public Relations Account Director: Sara Lemmermeyer
Public Relations Manager: Chenda McKissick
Public Relations Coordinator: Claire Tam
Production Company: Westside Studio
Photographer: Ryan Szulc
Producer: Meghan Buckley
Stylist: Christina Yang
Photographer: Doaa Jamal
Post Production Company: R+D Productions
Editor: Alijah Monckton
Editor (Case Study Video): Thomas McKeen

Clients:
SVP, Head of Marketing: Tracey Cooke
Marketing Leader, Everyday Confectionery: Riona Coller
Senior Marketing Manager, KitKat: Aseem Gulati
Marketing Manager, KitKat: Rachel Choi