Kit Kat 'Hijacks' Other Brands' Billboards to Promote Colombian Launch

JWT Colombia Recreated Posters With Models Munching on Kit Kat Bars

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To promote the launch of Kit Kat in Colombia, the brand and long-time agency JWT took its "Have a Break" slogan and hijacked other advertisers' billboards -- with their permission.

The Nestle-owned candy bar persuaded the other brands to let it recreate their billboards with the same models, but pictured munching on a Kit Kat. The idea is that the models are "having a break."

The posters, which ran on Bogota's public transportation system, came with Kit Kat dispensers and a message that read: "Like the model on this billboard, you too could have a break."

Kit Kat used PR and social media to promote the billboards, and even persuaded the other advertisers (who included Mazda and Banco Caja Social) to promote them through their own channels. JWT claims Kit Kat's engagement and fan base increased by 20% as a result of the campaign.

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Jul 14, 2015
JWT - Colombia
Kit Kat
Creative VP/Chief Creative Officer:
Rodolfo Borrell
Creative Director:
Jaime Perea
Director de Arte Senior:
Nicolas Acosta
VP Servicios al Cliente:
Antonio Abello
Director de Cuentas:
Lisseth Trejos
Responsable por el Anuciante:
Juan David Rico
Responsable por el Anuciante:
Carlos MadriƱan
Responsable por el Anuciante:
Andres Trochez
Responsable por el Anuciante:
Maria Clemencia Espinosa
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