Nestlé’s KitKat brand has won multiple Lions at this year’s Cannes Lions, including a Grand Prix, four Gold Lions and four Silver Lions for ‘The KitKat Heist.’ The real-time campaign turned an unexpected product theft into a global cultural moment, showing how distinctive, insight-led brand-building can deepen consumer engagement and keep Nestlé’s iconic brands relevant. The brand also won two Bronze Lions for its ‘Little Breaks’ campaign.
’The KitKat Heist’ began just before Easter, when thieves stole more than 413 000 KitKat bars in transit between Italy and Poland. KitKat responded with speed, transparency and its characteristic sense of humor, saying the thieves had taken its tagline too literally and ‘made a break’ with more than 12 tonnes of chocolate. The brand invited consumers into the story through its Stolen KitKat Tracker. KitKat’s response quickly sparked attention across culture, social media and earned media, turning a real-world incident into a moment of participation, conversation and impact at scale.
“These awards prove the power of consistency, distinctiveness and cultural relevance in brand building,” said David Rennie, executive vice president and head of Nestlé’s strategic business units and marketing and sales. “Nearly 70 years of ‘Have a Break. Have a KitKat’ gave people a simple idea to make their own – and our teams moved boldly and fast to turn that moment into global conversation. This underscores the importance of our brand-building strategy: to create brands that earn choice and trust, connect deeper with consumers and drive real impact.”
Nestlé uses data-driven consumer, category and customer insights to develop products and brand experiences that are superior, offer value, are visible where people shop, and communicate in ways that cut through. The company’s goal is to build brands that win with consumers, gain market share and accelerate real internal growth. That is why Nestlé is focusing its media investment on fewer, bigger and higher-impact activities for its core brands. It uses technology and AI to connect end-to-end processes across the consumer journey, helping make marketing faster, more consistent and more cost-effective.
The Cannes Lions International Festival of Creativity is widely regarded as one of the world’s most prestigious awards programs for creative marketing and communications.
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An English-language food and beverage processing and packaging industry B2B platform in print and web, IndiFoodBev is in its third year of publication. It is said that the Indian food and beverage industries represent approximately US$ 900 billion in revenues which implies more than 20% of the country’s GDP. Eliminating the wastage on the farmside can help to deliver more protein to a higher number of the population apart from generating sizable exports. The savings in soil, seeds, water, fertilizer, energy and ultimately food and nutrition could be the most immense contribution that country is poised to make to the moderation of climate change.
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Naresh Khanna – 10 February 2025
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