KITKAT rolls out campaign to mark the launch of ‘Glow in the Dark’ festive packs


The KITKAT ‘Glow in the Dark’ packs reinforce the message that if you ‘look for it’, you will find happy reasons to not only make you smile but also bring a smile to someone else.

Festivals in India have always stood for celebration, joy, and hope. This year, more than ever, we have realized that one really needs to find light, happiness, and meaning even in tough times. This festive season, KITKAT brings a brand first innovation with ‘Glow-in-the-Dark’ packs to help youngsters #Celebreak.

It has each pack carrying two unique messages of positivity, encouragement, and joy. The first cheerful message one sees under the light which changes into another surprising message when seen in the dark. This experience is designed to reinforce the importance of smiling in today’s times and that many little smiles can add up to a great celebration. The initiative is an extension of KITKAT’s proposition of ‘Life hai, KitKat break banta hai’ which encourages one to take a break and come back with a refreshed and optimistic perspective in these new normal lives.


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Speaking about the initiative, Nikhil Chand, Director – Foods & Confectionery, Nestlé India said, “KITKAT, with its positioning of ‘Have a Break, Have a KITKAT‘ has always offered our consumers enjoyable breaks with delicious, crispy KIT KAT fingers. The new brand first ‘Glow in the dark’ packs are designed to bring a smile in these challenging times. When a message like ‘remember to make someone smile’ changes to ‘remember to Smile’ in the dark or ‘ you are here for the celebration’ changes to ‘ you are the Celeb’, we are sure that consumers will smile themselves and make someone else smile this festive season as well.”



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