Editing Kit Kat (section)

== Marketing and promotion ==
=== Advertising ===

[[File:Routemaster RML2573 (JJD 573D), Manchester Piccadilly, 4 February 2012.jpg|thumb|[[AEC Routemaster]] bus converted into a mobile radio station by [[Capital London]] with four varieties of Kit Kat advertised in [[Manchester]], England]]
After launching in the 1930s, [[Rowntree's]] Chocolate Crisp was originally advertised with the [[Advertising slogan|slogans]] "the biggest little meal" and "the perfect companion to a cup of [[tea]]".<ref>{{cite book |last1=Berry |first1=Steve |last2=Norman |first2=Phil |title=A History of Sweets in 50 Wrappers |date=2014 |publisher=[[The Friday Project]] |location=London |isbn=9780007575480 |pages=58–59}}</ref> During World War II, Kit Kat was depicted as a valuable wartime foodstuff, with the slogan "what active people need". The first Kit Kat poster appeared in 1951, and the brand made its first television appearance in a UK commercial in 1958.<ref name="First commercial"/><ref name="Slogan"/> The first colour TV advertisement appeared in 1969.<ref name="First commercial">{{cite news |title=Have a break, have a KitKat |url=https://www.nestle.com/sites/default/files/asset-library/documents/media/news-and-features/2010-october/kit-kat-full-circle-75.pdf |access-date=24 November 2021 |work=Nestle}}</ref>

Since 1957, the slogan for the Kit Kat in the UK and elsewhere has been "'''Have a break... have a Kit Kat'''".<ref name="Archive"/> However, in 1995, Nestlé sought to trademark the "Have a break" portion. After a ten-year legal battle, which was contested by rival Mars, the [[European Court of Justice]] ruled on 7 July 2005 to send the case back to the [[Courts of the United Kingdom|British courts]].<ref>{{cite news|url=https://www.nytimes.com/2005/07/07/business/worldbusiness/07iht-nestle.html?_r=0|title= Kit Kat slogan dispute sent back to U.K. courts|newspaper=[[International Herald Tribune]]|location=[[La Défense]], France|date=8 July 2005|access-date=5 May 2013}}</ref> In 2004, Nestlé UK used the slogan "Make the most of your break",<ref>{{cite web|last=Marinovich|first=Slaven|url=http://www.brandchannel.com/features_profile.asp?pr_id=235|title=Kit Kat barred|work=Brand Channel|publisher=Interbrand|date=6 June 2005|access-date=5 May 2013|url-status=dead|archive-url=https://web.archive.org/web/20131203013655/http://www.brandchannel.com/features_profile.asp?pr_id=235|archive-date=3 December 2013}}</ref> but later returned to the original slogan.

[[File:07 964 Praça do Comércio, ET 502.jpg|thumb|left|Kit Kat logo on a tram in Lisbon, Portugal]]
The United States also used the short-lived slogan, "Tastes So Good, You'll Roar", in the early 1980s. The TV commercial most known from this slogan involves a young man biting into one of the Kit Kat bars in a grocery store, and roaring like a lion so loudly the whole store shakes violently, knocking items from the shelves. Another short-lived US slogan was "That's What You Want", whose television adverts showed people pulling unlikely foodstuffs from their pockets or purses, before rejecting them in favour of a Kit Kat. The "classic" American version of the "Gimme a Break" Kit Kat [[jingle]] (in use in the US since 1986) was written by Ken Shuldman (copy) and [[Michael A. Levine]] (music) for the [[DDB Worldwide|DDB Advertising Agency]]. Versions of the original have been covered by [[Carrie Underwood]], [[Shawn Colvin]], and many studio singers, as well as people who have appeared on-camera in the commercials. The jingle was cited in a study by [[University of Cincinnati]] researcher James J. Kellaris as one of the top ten "[[earworm]]s" – bits of melody that become stuck in your head. Another version of the advertising jingle 'Gimme a break' created for Kit Kat "Factory" commercial in the US was an original recording by [[Andrew W.K.]] W.K. was hired to write a new musical version for their "Gimme a break" slogan. Variations on the Andrew W.K. advertisement included executive dance routines in corporate offices and a network newsroom. However, the "classic" song has also been used again since the newer version first aired in 2004.

Many adverts were worldwide hits among them in the 1980s with [[Ken Campbell]] in an advert with [[Heaven]] and [[Hell]] with [[Devil]] and [[Angel]] on Television. In Australia, TV ads for Kit Kat featured the classic children's show ''[[Thunderbirds (TV series)|Thunderbirds]]'', which played off the catchphrase "Thunderbirds Are Go" but instead sees one of the members enjoying a Kit Kat "Break." A 1989 UK television commercial for Kit Kat, in which a zoo photographer "takes a break" from waiting for pandas to appear in an enclosure and misses them performing a dance routine, came in 30th in [[Channel 4]]'s "[[The 100 Greatest TV Ads]]" poll in 2000.<ref>{{cite web|url=http://www.channel4.com/entertainment/greatest_ads/|title=The 100 Greatest TV Ads|year=2000|publisher=[[Channel 4]]|location=London|archive-url=https://web.archive.org/web/20010618095141/http://www.channel4.com/entertainment/greatest_ads/|archive-date=18 June 2001|url-status=dead|access-date=6 December 2016}}</ref>

[[File:Bootham Crescent David Longhurst Stand 21-03-2009 1.jpg|thumb|right|[[Bootham Crescent]] was known as KitKat Crescent from 2004 to 2006.]]
In late 2004 through to the end of 2006, Nestlé Rowntree sponsored the English football club [[York City F.C.]] As a result, the club's home-ground, [[Bootham Crescent]], was renamed to KitKat Crescent.<ref>{{cite news|url=http://news.bbc.co.uk/2/hi/uk_news/wales/south_west/4352630.stm|title=City stadium takes sponsor's name|work=[[BBC News]]|location=London|date=18 October 2005|access-date=5 May 2013}}</ref> The Maltese tour boat [[HMS Greetham (M2632)|MV ''Lady Davinia'']] had a distinctive red and white Kit Kat paint scheme before she sank in 2008.

In a 2012 advertising campaign in the UK and Ireland, several new flavours of Chunky Kit Kat were marketed, with consumers being asked to vote for their favourite. Selecting from white chocolate, double chocolate, peanut butter, and orange, Peanut butter was the winner by having 47% of votes. A similar campaign occurred in 2013 with mint, coconut, [[hazelnut]] and chocolate fudge.

=== Association with Android ===
[[File:A Kitkat bar statue in Googleplex Headquarters.jpg|thumb|A Kit Kat bar statue at Googleplex Headquarters, United States]]

In September 2013, it was announced that [[Android KitKat|version 4.4]] of [[Google]]'s [[Android (operating system)|Android]] mobile operating system would be named "KitKat".<ref>{{cite web|url = http://www.android.com/kitkat/|title = Android KitKat}}</ref> Google [[brand licensing|licensed]] the name from [[Nestlé]], with no money changing hands.<ref>{{cite news|url=https://www.bbc.co.uk/news/technology-23926938|title=Android KitKat unveiled in Google surprise move|first=Leo|last=Kelion|work=[[BBC News Online]] |date=3 September 2013|access-date=4 September 2013|quote='This is not a money-changing-hands kind of deal,' John Lagerling, director of Android global partnerships, told the BBC.}}</ref> A promotion ran in numerous countries with specially branded Android Kit Kat bars to win [[Nexus 7 (2013 version)|Nexus 7]] devices and [[Google Play Store]] credit.<ref name="versiondub">{{cite news|title=Google: Next Android mobile software version dubbed 'KitKat' |url=http://www.thehindubusinessline.com/industry-and-economy/info-tech/google-next-android-mobile-software-version-dubbed-kitkat/article5092030.ece |date=4 September 2013 |work=[[Business Line]] |location=Chennai |agency=[[Press Trust of India]] |access-date=4 February 2019|url-status=dead|archive-url=https://web.archive.org/web/20130904053605/http://www.thehindubusinessline.com/industry-and-economy/info-tech/google-next-android-mobile-software-version-dubbed-kitkat/article5092030.ece|archive-date=4 September 2013}}</ref>

=== Fairtrade ===
In December 2009, it was announced that the four-finger variety of Kit Kat would use [[Fairtrade certification|Fairtrade]] chocolate (at least in Britain and Ireland) from January 2010.<ref>{{cite news|url=https://www.telegraph.co.uk/foodanddrink/foodanddrinknews/6730155/Nestles-Kit-Kat-goes-Fairtrade.html |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/foodanddrink/foodanddrinknews/6730155/Nestles-Kit-Kat-goes-Fairtrade.html |archive-date=12 January 2022 |url-access=subscription |url-status=live|title=Nestlé's Kit Kat goes Fairtrade|last=Wallop|first=Harry|newspaper=[[The Daily Telegraph|The Telegraph]]|publisher=[[Telegraph Media Group|Telegraph Group]]|location=London|date=7 December 2009|access-date=5 May 2013}}{{cbignore}}</ref> The Fairtrade Kit Kat promotion was extended to the two-finger edition in January 2010.<ref>{{cite news |url=https://www.theguardian.com/commentisfree/cif-green/2009/dec/12/fair-trade-fairtrade-kitkat-farmers|title=Not so fair trade|newspaper=[[The Guardian]]|publisher=[[Guardian Media Group|Guardian News & Media]]|last=Chambers|first=Andrew|date=12 December 2009|access-date=5 May 2013|location=London}}</ref>

In June 2020, Nestlé announced that KitKat was to end its relationship with the non-profit organisation, [[Fairtrade International|Fairtrade]], instead choosing to source its cocoa for KitKat chocolate bars from farms with a [[Rainforest Alliance]] accreditation.<ref>{{cite web|date=22 June 2020|title='Profoundly disappointing': KitKat cuts ties with Fairtrade|url=http://www.theguardian.com/business/2020/jun/23/profoundly-disappointing-kitkat-cuts-ties-with-fairtrade|access-date=13 December 2020|website=The Guardian}}</ref>

=== Golden ticket draw ===
In the first three weeks of ''[[Big Brother 2006 (UK)|Big Brother Series 7]]'' in the UK, Channel 4 conducted a promotion in conjunction with Nestlé to distribute 100 "golden tickets" randomly throughout Kit Kats, in a style reminiscent of the ''[[Charlie and the Chocolate Factory]]'' story.<ref>{{cite news |title=Draw to win place in Big Brother house broke the rules but wasn't fixed, says watchdog |author-first1=David|author-last1=Derbyshire|date=13 September 2006|url=https://www.telegraph.co.uk/news/1528714/Draw-to-win-place-in-Big-Brother-house-broke-the-rules-but-wasnt-fixed-says-watchdog.html |archive-url=https://ghostarchive.org/archive/20220112/https://www.telegraph.co.uk/news/1528714/Draw-to-win-place-in-Big-Brother-house-broke-the-rules-but-wasnt-fixed-says-watchdog.html |archive-date=12 January 2022 |url-access=subscription |url-status=live |access-date=5 February 2020 |work=The Telegraph}}{{cbignore}}</ref> Members of the public finding these tickets were permitted to use them to give themselves a chance to become a ''Big Brother'' housemate and bypass the standard auditions process.

Golden ticket holders were invited to a television show where one of them, [[Susie Verrico]], was chosen to enter the House by [[Aisleyne Horgan-Wallace]], picking a ball out of a machine at random. This contest caused some controversy, with the [[Advertising Standards Authority (United Kingdom)|Advertising Standards Authority]] saying that the terms and conditions of the draw should have been made clearer in related advertisements, and that an independent adjudicator should have been present before and during the draw.<ref>{{cite web|url=http://www.itv.com/news/entertainment_3c26360018cbcc12d9c89259fbfc6132.html |title=Big Brother contest slammed again |access-date=11 October 2006 |url-status=dead |archive-url=https://web.archive.org/web/20070929091353/http://www.itv.com/news/entertainment_3c26360018cbcc12d9c89259fbfc6132.html |archive-date=29 September 2007 }}</ref>