Kit Kat | Rich Bin Men – Love Those words

TV / DIRECT MAIL

Kit Kat Rich Bin Men

A Kit Kat wrapper promotion that resulted in me riding on a yacht with models and dirty bin men with mullets. Oh, and a 300% participation increase.

Client: Nestle UK | Agency: JWT London | Role: Copywriter

The brief

Kit Kat ran a yearly promotion called Kit Kash, in which the wrappers were worth money and could buy expensive prizes. Participation had dropped though, so I had to create an inspiring campaign to get people involved again.

Idea

What would we get if everyone threw away the wrappers? Rich bin men. So I created a campaign about wealthy refuse collectors who escaped to paradise to live it large, still covered in dirt of course.

Results

The bin men pulled it off. Participation in the Kit Kash promotion increased threefold from the previous year.

Direct Mail postcards

I also created postcards which made it look like a family's binmen were holidaying in paradise after finding the valuable wrappers in their rubbish!.

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