Lunar New Year is one of the most important festivals for the Asian community, and gifting is a common gesture. However, though they have a strong awareness of KITKAT, they mainly see it as an everyday snack. The consumption and gifting of KITKAT during Lunar New Year was found to be low.

To create relevance and linkage of KITKAT to Lunar New Year, by introducing the idea that KITKAT is not only an everyday snack, but also a great gift option – with the launch of the KITKAT limited-edition Lunar New Year Gift Box.

We created a high-relevance campaign with traditional Lunar New Year elements. We tied in KITKAT through greeting messages, and introduced the specially-designed Lunar New Year KITKAT Gift Box and products.

We linked KITKAT and the Lunar New Year, with the traditional lion dance celebration. Our creative replaced lion dance poles with green tea KITKAT bars, generating relevance and high visual impact. In the video, lion dancers take a break from the celebrations to enjoy a KITKAT bar.

We also showcased the beautifully designed KITKAT Lunar New Year Gift Box, through an integrated campaign, with traditional and social media elements.