KitKat Ruby: A pink twist on chocolate history

Innovation in the chocolate industry has been scarce in recent decades until KitKat Ruby arrived in Mexico to change the rules of the game. Considered the fourth type of chocolate in the world. We helped Nestlé launch this innovation in the Mexican market with a disruptive and creative campaign.

Situation

Nestlé found itself at a historic moment for the confectionery industry: after milk, dark and white chocolate, a fourth type of chocolate had arrived, naturally pink and without artificial colorings or flavorings. KitKat Ruby was the first confectionery product in Mexico to incorporate this revolutionary chocolate. The task was not only to launch a new product, but to present an innovation that had not been seen in more than 80 years.

Task

The challenge was double: on one hand, Ruby chocolate had to be presented as a transcendental innovation for the chocolate industry; on the other hand, the presentation had to be as disruptive and unique as the product itself. Nestlé wanted to position KitKat Ruby not only as a novelty, but as the pioneer of a new category of chocolates in Mexico.

Action

• To communicate the uniqueness of KitKat Ruby, we developed two immersive experiences designed to highlight the versatility and unique properties of the product:
  ‘Atelier Ruby’: An exclusive masterclass with a renowned international chocolatier, where media, influencers and key opinion leaders (KOL’s) were able to learn about the distinctive characteristics of Ruby chocolate and explore its possibilities in haute cuisine. This experience offered a total immersion in the creation of this innovative chocolate and its natural production process.
• ‘Unexpected Break Experience’: A musical show based on the message “Born This Way”, which reflected the essence of Ruby chocolate: a product that is born pink, with no artificial additives, and celebrates its authenticity. Through a surprising staging, we creatively and memorably communicate the unique properties of this chocolate.

Result

With these experiences, we pioneered an innovative presentation format that captured the public’s attention. The results exceeded expectations, with social media conversation increasing by 300%. KitKat Ruby not only won recognition, but also helped Nestlé define a new category in the chocolate industry, consolidating its position as a leader in innovation.