The document analyzes an advertisement for KitKat Mini chocolate bars using a crossword puzzle. It critiques flaws in the original ad such as lack of color, small logo, and irrelevance of puzzle words. Three improved advertisements are proposed using word searches instead and addressing the flaws. The best new ad features a bright, colorful word search that is almost complete with the KitKat package imprinted prominently to convey the "mini break" message more clearly and appeal to wider audiences including children.

1. Advertising & Creative Strategy

2. Print Ad (2009): By Nestle for KitKat Mini

3. Creative Strategy

4. Creative Tactics
Puzzle chosen: Crossword, a word puzzle
usually in the form of a square, with black
shaded squares.
Reason Being: Crossword is the most well
known puzzle and people usually solve
crosswords during a mini break.
The tone of the advertisement is simple
using black and white as the main theme
to blend in with the office/newspaper
styles

5. Target Audience

6. Characteristics of Original Ad
Simple: They have selected very simple
background a black and white theme with
minimal description. It’s easy to understand
Clever: the ad is well researched because
people usually come across and enjoy
solving simple crosswords during a mini
break without a lot of stress.
Break-time: The main concept is to take it
easy during the break-time

7. Critique based on ROI
Relevance: There is no direct link between
the crossword and the chocolate. The
indirect link may be what a simple
crossword may suggest: to take it easy
Originality: The ad is very original as no
chocolate company has used this concept
before making it very unique.
Impact: It has only a small amount of
impact on the audience, the lack of
chocolate in the ad may do nothing to
attract the audience. If unaware of the
brand people may be confused by the
advertisement.

8. Improvement of Ad Elements
Kit Kat has gained a foothold in the chocolate
industry and has become a household brand but
this does not guarantee that every advertisement
from Nestle will be fool-proof or flawless.
Flaws:
•
•
•
•
•
Dull: The ad looks too plain and lacks color.
Irrelevant words: The words used in the
crossword are irrelevant and may elicit
negative emotions in people like cruelty,
negligence, slyness, betrays.
Small logo: The logo is so small that it might
be missed on a quick scroll or flip.
Unreadable Clue: The clue for the
incomplete word is way too small to read.
Lacks product picture: there is no picture of
the product so those who are not aware of
the brand will not understand the ad

9. New advertisements
Theme: Common & Simple Puzzles about to be completed

10. Slogan:
Have a mini break,
have a Kit Kat mini

11. Advertisement 1
Concept
An almost finished crossword, with one
simple clue left and then it’ll be time to
take a mini break with Kit Kat mini.
Why it is better?
•
The crossword is now presented with more
tones and shades of color, making the ad more
attractive
•
A rusty beige has been used for the background
to give it a worn paper look
•
The logo has been slightly enlarged, and the clue
for the last word is more legible
•
The slogan is big and a picture of the product has
been added to convey the message more clearly

13. Slogan:
Have a break,
Have a Kit Kat

14. Advertisement 2
Concept
A simple word search where the word
“break” is half circled reminding the
audience that they need a break.
Using bright colors and pictures of rich
chocolate to attract the consumer
The ripped Kit Kat package shows the
hurried need to take a break.

15. Why it is better?
•
Word search appeals to a larger audience,
including children.
•
The ad’s colors are much brighter and
more attractive than the original
•
The large picture of product and rich
chocolate in the background helps explain
the slogan more clearly
•
The slogan is in large and clear font
•
The words in the word search are relevant

16. Slogan: Have a Break , Have a mini Kit Kat

17. Advertisement 3: Concept
Using a simple word search that is almost completed, the huge imprint that Kit
Kat mini leaves shows that even a mini break with Kit Kat can be very impactful.

18. Advertisement 3: Why it is better?
•
It uses color like the rustic beige, which is more eye catching that the dull black and white.
•
The picture of the product is much bigger, with the logo imprinted on it, which will convey our message.
•
The slogan is much larger and easier to read
•
The words in the word search are all relevant , and a word search attract a larger target audience
including children.

20. Best Advertisement
We chose this advertisement because
•
It is the most attractive ad compared to the
others
•
It uses bright colors and the slogan is large an
easy to read
•
The texture or rich chocolate in the background
with attract attention and stimulate taste buds.
•
The picture of the product is large and
prominent.
•
The ripped package matches with the concept “
a mini break” so we need to hurry to enjoy the
chocolate in the little time we have…
•
The word search appeals to a larger audience,
because more children play word search that
crosswords.

21. Have a Break, Have a Kit Kat!
Thank You!