Today in tips that are not likely to be true, someone tells us that Kit Kat has begun a UK agency review that will “probably” go global.
Three reasons we don’t put too much faith in this tip:
1) JWT has been Kit Kat’s AOR for some time (except in the US, where the candy is produced by Hershey rather than Nestle). In fact, just a week ago JWT Amsterdam released the “Give Holland a Break” campaign.
2) The agency’s spot “Break From Gravity,” which hit two years ago, got more attention than any other recent Kit Kat ad.
3) This is now officially the most popular “brand tweet” ever with more than twice as many favorites and nearly twice as many retweets as the 360i Oreo one that you still hear about all the time. And JWT London did it.
That work alone made us devote more of our attention to Kit Kat than we have in years, so there wouldn’t be much reason for the brand to review its creative agency at this point, would there?
UPDATE: we got a “we don’t comment on speculation” from Nestle communications in Europe, and our PR translator tells us that this phrase almost always means that we’re onto something. So JWT might have to defend its business after all.
UPDATE to the update: we got a follow-up from the team this morning to clarify that this rumor is not true. Sorry, MediaPost.