KitKat Launches a High-Visibility OOH Campaign

The popular Nestlé-owned brand, KitKat, has launched a striking new Out-of-Home (OOH) advertising campaign to promote its range of sharing bars. This campaign leverages high-impact OOH formats to engage consumers and make a bold statement in the Irish market.

A Collaboration of Industry Experts

This innovative campaign is the result of a collaboration between multiple media and advertising specialists:

• Posterplan Ireland – Out-of-Home media agency responsible for campaign execution.

• GroupM – Media agency managing strategy and placement.

• Eclipse Media – Production specialists ensuring high-quality visuals.

• Global – Media owner providing wrapped digital screens for maximum visibility.

Iconic Digital Screens at Dublin’s Busiest Stations

At the heart of the campaign, three major train stations in Dublin—Connolly, Pearse, and Heuston—feature immersive digital displays designed to capture the attention of busy commuters.

The campaign features bold, larger-than-life wraps with jagged edges that resemble KitKat’s iconic packaging. At the center of these digital screens, a full-motion video showcases the tempting flavors of the new KitKat sharing bars, bringing them to life in an engaging and dynamic way.

Expanding Reach With High-Impact OOH Formats

Beyond the eye-catching digital wraps, the campaign utilizes multiple OOH placements to build brand awareness and ensure strong market penetration. These additional touchpoints reinforce KitKat’s presence across Ireland, signaling to consumers that the new sharing bars are now widely available.

A Creative Approach to Consumer Engagement

Maria McKenna, confectionery marketing manager at Nestlé Ireland, highlights the impact of this campaign:
“The diverse use of OOH formats in this campaign allows us to creatively elevate the launch of our new range of KitKat sharing bars. We are excited to engage Irish consumers in a captivating way that reflects the essence of the KitKat brand.”

Disrupting the Daily Commute With Playful Creativity

Ross Cunningham, client director at Posterplan, emphasizes KitKat’s commitment to pushing creative boundaries in OOH advertising:
“KitKat continues to find exciting ways to engage with its audience while staying true to its playful spirit. The Dpod wraps at Dublin’s busiest stations allowed us to disrupt the monotonous daily grind in the best way possible.”

KitKat’s Dedication to Innovation

Erica Robinson, account manager at GroupM, adds:
“The KitKat sharing bar launch highlights KitKat’s commitment to innovation and creative brand experiences. The OOH campaign, featuring the wrapped rail Dpods, is a testament to the brand’s focus on engaging consumers in a meaningful and memorable way.”

Conclusion: A Sweet Success in OOH Advertising

With a combination of digital innovation, bold visuals, and strategic placements, KitKat’s latest OOH campaign is a standout example of how brands can use outdoor advertising to make a lasting impact. As the campaign continues to run across Dublin, it ensures that KitKat remains top-of-mind for consumers looking to share a delicious break.

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