Breaking into people's passions

What's not to love about clever packaging redesign? I liked Coca Cola's personalised bottle campaign - so did their FD. But KitKat's new YouTube break campaign has got me more interested. Owning the concept of break time rather than simply appealing to people's names seems a cleverer way to leverage people's passions, hobbies and obsessions and form positive associations.

 I wonder if they're partnering with smaller fish to promote their 71 other "breaks" which will be appearing on packaging? It provides fertile territory for enlightened self interest marketing. Angling, the epitome of a relaxed leisure pursuit and the nation's most popular sport, would be rich territory for brand partnership or sponsorship. There is scope for Corporate Responsibility initiatives to revive waning hobbies or encourage people to be more sporty or cultural in their free time.

The YouTube tie up is a savvy reciprocal brand partnership following on from Google's Android KitKat phone. KitKat fans are being directed to view trending videos on YouTube.

What's more, I don't think I've seen KitKat really carve out thought leadership territory around changing leisure habits. It's a fascinating topic that would make for great social media content with share appeal. You could also envisage heavyweight social research or an annual state of the nation at leisure, to attract more in depth attention (and brand consideration for everyone's favourite wafer confection).

RANDOM FACT: Use of the name "Kit Kat" or "Kit Cat" for a type of food goes back to the 18th century, when mutton pies known as a Kit-Kat were served at meetings of the political Kit-Cat Club in London.