THE KITKAT METHOD TO WINNING 'TOP-OF-MIND' AWARENESS

Summary from the TLDR Marketing newsletter

KitKat's strategy is to make its product synonymous with having a break. The brand has done so with billboards, targeting specific search keywords like ‘I hate Mondays’ and placing public benches shaped like KitKat bars. Other brands can use this method by pinpointing the exact moment in a customer's day when its product or service is most relevant. From there, it’s a matter of creating a moment-prompting slogan and putting the product in those everyday places to make it easy for people to choose it when that moment strikes.