The iconic KitKat is now vegan! Our goal was to find a way to reach the target audience of the new product in the Baltics and invite everyone to a vegan KitKat break.

As part of our selection of influencers, we were looking for influencers that are vocal about eating vegan, willing to look for alternatives, or are loyal KitKat fans. We found 8 of them—four in Lithuania and two each in Latvia and Estonia.

When thinking about the new product, we tried to reflect the now-classic slogan “Have a break, have a KitKat.” The best way to convey this was through the format of the video. After breaking out of their grey day, the influencers broke a KitKat chocolate bar and became jungle adventurers or die-hard holidaymakers for a second.

KitKat is one of the first classic chocolates to go vegan. To reinforce this message, we organized a giveaway to content creators across the Baltics who are passionate about vegan eating and invited them to share their impressions and insights.

The KitKat news spread across the Baltic States, reaching 22 gift recipients and over 400,000 users. The introduction of the new product and the creative presentation of the content creators made it a real eye candy.