Millennials Sure Love Pink!…KitKats?

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Millennials Sure Love Pink!…KitKats?

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Nestle is taking a new approach to marketing the KitKat. They’re making it pink. Head of confectionary strategy, Sandra Martinez, seems to believe that a color change could lead to extra revenue. “It shows KitKat has edge, sets the trend,” she says. “It will keep KitKat as a cool brand that interests millennials.” These pink candy bars will attempt to tackle the streets of Japan and South Korea initially and ultimately make their way to other parts of the world. But how is it made? What makes it pink? You probably assumed it was food coloring, but Nestle claims quite the opposite. The pink KitKat is apparently made from natural, ruby cocoa beans that give it a berry-like flavor. Variant colors of chocolate aren’t unheard of, but Nestle will be the first to commercialize naturally pink chocolate. We’ve witnessed McDonald’s appealing to local tastes, but the new pink KitKat seems like it’s directed more towards the eyes than the taste buds. Could this pave the way for a natural, colorful chocolate market? Only time will tell!        It’ll be interesting to see whether the pink KitKat is a massive hit or a huge flop. Brown doesn’t tend to be someone’s favorite color, but it sure is when it comes to chocolate! However, I think that Nestle may be on to something. Personally, I would love to try a pink KitKat, simply to see how it compares to the original. It’s one of those things you have to at least try once…kind of like Lay’s Chicken and Waffles flavored potato chips. Although the pink KitKat may ultimately die off, it will definitely lead to a temporary spike in sales, especially with Valentine’s Day on the horizon. KitKat is a product that’s known far and wide, but it’s the type of product that needs to give consumers a friendly reminder that it exists. Maybe this pink KitKat will do just that: remind consumers that KitKat will satisfy their sweet tooth. Claiming as the target market seems a bit narrow, especially considering they’re only part of the consumer base. I think that linking the pink KitKat’s color to a cause like breast cancer could be a much more powerful way to reach consumers. If KitKat were to donate a fraction of the pink KitKat’s revenue to a cause, I’d feel that much more inclined to purchase one. Expect to see KitKat get creative on their social media handles in the coming months, possibly making the color pink the focal point of their digital marketing campaign. Pink tweets, Valentine’s Day ads, you name it! I wonder what color the next KitKat will be…


2 Comments

Kaylee Ewing

Kaylee Ewing

January 22, 2018at 10:54 pm

Kit Kat has experimented with some interesting flavors and colors in the past, and it has done really well – especially in Asian markets. One of the most notable is the Green Tea Kit Kat. When I first saw the candy bar it caught my attention because the packaging was green, but, upon opening the package, I realized the chocolate was also green. It was a different but cool flavor.

Ally Cole

Ally Cole

January 22, 2018at 10:59 pm

That is a cool idea on Nestle’s part. I wonder how well it will it will set them apart from everyone else because I know personally I just like KitKats whatever color they are.

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