In order to show off some of its sustainable chocolate production practices, KitKat has influencers like professional football player and UNDP Goodwill Ambassador Didier Drogba and YouTuber Louis Cole (of the Fun for Louis channel) share their voices.
The video takes place in the Ivory Coast, which is the world's biggest producer of cocoa beans, and explores topics like improving the lives of the farmers who put their lives into producing the key ingredient in Nestlé's KitKat chocolate bars.
The "sustainable break" series takes place over a few videos. In this one, Drogba and Cole surprise kids at a school and give them a break to play soccer with a special kinetic ball that can double as a way to produce light. Other videos in the series explore supporting agricultural education, the prevention of child labor and assisting women seeking to provide for their families.
Community-Building Cocoa Videos
KitKat's Influencers Explore Sustainable Chocolate Production
Trend Themes
1. Sustainable Chocolate Production - There's a disruptive innovation opportunity in creating sustainable cocoa farming practices to ensure the livelihood of cocoa farmers and ultimately, better and more sustainable chocolate production.
2. Influencer Marketing - The use of influencers to promote sustainable production practices and community-building can be a disruptive innovation opportunity for companies looking to build brand loyalty and achieve greater reach.
3. Social Responsibility Campaigns - Creating social responsibility campaigns that raise awareness on topics such as child labor, promoting education and equal opportunities for women is a disruptive innovation opportunity for companies looking to build strong relationships with consumers who value sustainable practices.
Industry Implications
1. Chocolate Production - Leaders in the chocolate production industry have a disruptive innovation opportunity to shift towards sustainable cocoa farming practices and strengthen the links between cocoa farming and community-building.
2. Influencer Marketing - Influencer marketing companies can capitalize on the success of the KitKat sustainable break campaign by partnering with socially responsible brands and influencers to spearhead community-building and sustainable farming practices.
3. Education - Education campaigns can take inspiration from the KitKat sustainable break videos by highlighting the importance of sustainability and promoting agricultural education as a means of ensuring the future of cocoa farming practices.