•Early 40s

•Married, 2 kids

•Full time mechanic 

•Household income of $160,000

•Homeowner

 

•What he thinks (Psychographics) 

•Stressed person + impatient

•His family is his #1 priority 

 

•What he does
(Behaviour) 

• Free time is spent with his family

•Brand switcher: will go with whatever is cheaper, quality and brand name is not so important

•Values his family

 

•Where he operates (Geographics) 

•Lives in Montreal

•Cares about local products. 

Goal: Show the product as something fun and energetic (music, dancing pandas). Imply the taste; it's so good that you aren't aware of your surroundings. Their goal is to associate Kit Kat with taking breaks.

Message: our product is fun , shown through the comical music and dancing pandas. This ad also shows the idea of taking a break - the man calms down after he sits down and enjoys the chocolate. They’re showing that KitKat can change your mood for the better + can be enjoyed alone

Positioning

lifestyle position: associated with eating in a stressful moment to take a break + lighten up your day

•Who she is
(Demographics) 

•Age 21

•Has a part time job at a bakery

•Full-time University Student 

 

•What she thinks (Psychographics) 

•Adventurous

•Active lifestyle: gym, hiking

•Has a few close friends 

 

•What she does
(Behaviour) 

•Goes out a lot: hiking, jogging

 

•Where she operates (Geographics) 

•South-east asia

Goal: Show it is more than just a snack, it's a symbolism of love/sharing. Suggesting it is something common that everyone can enjoy and be a part of. With Kit Kat focusing on valentine's day they decided to change their packing to appeal to the holiday. 

Message: The ad shows people that the product is universal, everyone can enjoy it - shown through how it represents love 

Positioning
leadership position: our product is THE candy for valentine's day + share your love, share a kitkat