KitKat Blocks: Sharing new break moments

OpenMind at WPP Media

Client: Nestle

 The Kit Kat Blocks launch redefined new product launches through groundbreaking retail media. Facing a 54% new product failure rate and the challenge of shifting Kit Kat's "break" association to evening consumption, we created the most comprehensive retail media ecosystem EVER. NestlĂ©, OpenMind, and Tesco Media joined forces to map every step of the shopper journey across unprecedented retail touchpoints. We bucked the sales trend and set a new industry benchmark for retail media's transformative power in NPD.