KitKat Canada has launched a fantastic campaign for Ramadan in 2023. They’ve released an exclusive 30-bar KitKat chocolate only available through selective content creators and additionally added a Calendar section on their website to help Muslims with fasting in this holy month.
Ramadan is a holy month where Muslims fast from sunrise to sunset every day staying away from food, drinking and other human vices. With different locations around the world, the timings of the fast differ. During the time period between sunset and sunrise, people usually eat, pray, socialise and also enjoy snacks too, like KitKat.
Innovation, Admiration and Happy Memories
This perfectly executed campaign is inclusive to the Muslim population of Canada and is also very innovative and connected with their own branding. “KitKat is all about the break. Long breaks, short breaks, all kinds of breaks. But there’s one break that KitKat hasn’t celebrated enough with Canadians – breaking your fast at sundown during Ramadan.”
The snappy advert is really engaging and connects fans and customers to enjoy a single KitKat bar piece every day for Ramadan. Similar to how advent calendars are used for Christmas in December. You can also add a 30-minute time block to your online calendar as a reminder to get prepared for opening your fast at Iftar here.
This advert has the potential of having the same impact as John Lewis’s famous Christmas adverts on the Muslim world.
Despite the overly exaggerated negative press Muslims have received in mainstream media over the years. We believe that this advert will really help KitKat be remembered as it has taken a step towards Muslims. They’ve kept inclusive without using religion and culture as a tickbox exercise.
They have also honoured Muslim content creators across Canada to help launch this unique product. This is a great example of staying relevant and how to build positive and engaging memories for customers.
It’s All About The Break!
We really admire the creativity and engagement of KitKat with the Muslim community this Ramadan. KitKat has taken interest in their customer’s interests and also aimed to make their festive month easier. We’re really looking forward to seeing more fantastic campaigns from businesses this year.
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