Page 4: Project Tyson
Project Tyson resulted in the launch of Kit Kat ChunKy, a super size Kit Kat finger with a real mouthful of chunky milk chocolate. This 'heavyweight' idea assumes that younger consumers are looking for novelty, interest and even excitement when they buy a chocolate bar. While most of us are loyal to the chocolate products we buy regularly, we also seek novelty.
Project Tyson, as with all Nestlé projects, followed Nestlé's internal advertising code of conduct, which reflects the industry position on advertising to children. The project team ensured, for example, that the promotional campaign would not encourage children to pester their parents for products nor would it encourage children to eat confectionery frequently throughout the day, in preference to properly balanced meals.
To find out exactly what consumers were looking for, Nestlé carried out detailed market research, including detailed qualitative research. Many pairs of young people were invited to give their views on different formats for the new product eg whether they preferred one or two fingers, what flavours they preferred (caramel, peanut butter, orange jelly, chocolate layers etc). Researchers also considered the most appropriate form of packaging to add further interest and attraction to the product. Other forms of market research included group discussions with young people who, typically, were regular consumers of chocolate bars. A survey group might consist of, for example, males and females who were:
- 17, 18, 19 or 20 years old
- of different ethnic origin
- from different parts of the UK
- a mix of students and non-students.
Using focus groups in this way, researchers were able to compile data on the views and feelings of representative samples of the targeted groups of consumers.
The research provided clear evidence that:
- the targeted population of 12-20 year olds were attracted to the idea of the single Chunky finger
- Project Tyson could be a winner.
The research also identified the type of packaging with the greatest appeal - a mainly red and silver flow wrap. It also became clear that Kit Kat Chunky would inject new interest in Kit Kat across a broad range of consumers, including young children and older adults.
The research examined different types of wrappings and formats. In particular, it compared two-finger and single-finger variants of Kit Kat Chunky.
The single-finger proved to be most popular with the 12-20 year old group, and was also the most distinctive form that the new product could take. The research also indicated that a two-finger variety would, in some ways, compete with the four-finger variety. This would lead to Kit Kat competing against itself; not a very good idea! By contrast, the single-finger Kit Kat Chunky provided a promising line extension.