Chocolate chaos

KitKat takes on the Nestlé stamp

KitKat takes on the Nestlé stamp

Nestlé does it again.

In the late 80s they bought the traditional York-based English chocolate company Rowntree Mackintosh. One of their biggest assets: KitKat. So over time it was inevitable that the Nestlé owners would roll out their “Nestle on the front of all packaging” strategy in this core market.

All these years later, they’ve realised the value of the brand and extended it into new markets. What Ansoff would call a Product Development strategy.

How not to manage consistent branding

How not to manage consistent branding

But what have they done with the design? Just look at the logo (with the ice cream division badge). Another case of internal priorities taking precedence over good brand management? Not the first time Nestlé has had problems managing growth and expanding its brands into new markets – as we’ve already seen in other markets (eg, Nestlé and After Eight, Nestlé and an unfortunate name, problems across many countries).

Alex Woodruff

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