Kit Kat's 'Live Your Break' Targets the Millennial Traveler
Laura McQuarrie — December 11, 2017 — Marketing
References: liveyourbreak.kitkat & packagingoftheworld
Nestlé's 'Live Your Break' campaign targets four different types of Millennial travelers and will ultimately help one lucky fan to an unforgettable travel experience.
Live Your Break appeals to travelers of all types by asking them to choose which type of "Breaker" they most identify with. These options include the Urban City Breaker for those who love the city, the Festival Breaker for those who enjoy listening to live music, the health-centric Wellness Breaker and the Adventure Breaker.
As Millennials in particular are a group that place a high value on experiences rather than objects, Kit Kat has plans to unveil a Live Your Break 2.0 campaign in the next year across select international airports.
Live Your Break appeals to travelers of all types by asking them to choose which type of "Breaker" they most identify with. These options include the Urban City Breaker for those who love the city, the Festival Breaker for those who enjoy listening to live music, the health-centric Wellness Breaker and the Adventure Breaker.
As Millennials in particular are a group that place a high value on experiences rather than objects, Kit Kat has plans to unveil a Live Your Break 2.0 campaign in the next year across select international airports.
Trend Themes
1. Millennial Travelers - Opportunity for brands to target this demographic by offering unique travel experiences.
2. Experiential Marketing - Utilize campaigns that focus on providing memorable experiences rather than just promoting products.
3. Personalized Consumer Engagement - Creating interactive campaigns that allow consumers to choose their preferred experience can enhance brand engagement and loyalty.
Industry Implications
1. Travel and Tourism - Develop innovative travel packages and experiences that cater to the preferences and interests of Millennial travelers.
2. Food and Beverage - Collaborate with travel brands to create unique dining experiences or snack offerings at popular tourist destinations.
3. Marketing and Advertising - Design compelling campaigns that prioritize experiential marketing to engage and resonate with Millennial consumers.
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