By introducing a different design and a musical quality to the packaging the idea was to develop a closer and more personal relationship between the brand and its consumers. Through mass personalisation, the design aims to bring people closer together and give them a sense of belonging by improving their experience when eating chocolate and also by generating a sense of community that shares common interests. To help support the idea and concept, the points of sale were also designed to communicate the idea to the viewer. That was done by redesigning their display box and suggesting the use of a wobbler for bigger retailers.
3 different designs - featuring Hip Hop, Rock and Psychedelic rock
The Design
The design is completely different from anything that has been done before.
“Kit Kat What’s your jam?” uses the well known red and introduces a colourful print to the top of pack.
The opening mechanism is different. Instead of tear off it will have a re-closable pouch to maintain the integrity of the packaging.
Packaging Touchpoints
There are a series of elements that bring value to the design. They all work as 'hints' to the 'musical quality' of the packaging improving the overall experience.
Packaging Objectives
The package intends to increase brands visibility and sales by associating the brand with music and entertainment.
Experience and Journey
After purchasing a KitKat, the customer will be able to scan the Shazam logo on the front of the pack and enjoy their break listening to music. At a second stage, they will have also the opportunity to share their experience with others by using the #musikalbreaks. The idea is to create a relationship through the common interest factor: music.
