A 30-piece KitKat bar to celebrate Iftar and bring visibility to Ramadan in North America.
KitKat is famous for being the champion of breaks. And it has stepped up like no other brand in North America to celebrate the holy month of Ramadan: with a 30-piece bar specially designed to be broken off one piece a day, and for Muslims to break their fast at sundown.
The bar is divided into three parts to represent the three Ashras of Ramadan. The design of the packaging features a geometric pattern inspired by Islamic tiles, a calendar to keep track of the days to fast, an a die cut of the phases of the moon that is revealed as the box slid out of its sleeve.
With no paid media or press release, the KitKat Iftar Bar went viral, with over 2 million impressions in only 7 days. Soon, Muslims celebrating Ramadan all over the world were sharing their Ramadan traditions with KitKat and asking for the bar to be made available worldwide.
Cannes Lions
Social & Influencer - Shortlist
D&AD
Packaging Design - Shortlist
ADC
Packaging Design - Limited Edition - SILVER
Design for Good - Packaging Design - BRONZE
Advertising - Promotional Materials - Dimensional - MERIT
Drum Awards
Design: Packaging - WIN
Social Purpose: Inclusivity and Diversity - WIN
RGD Branding Awards
Packaging - WIN
Comm Arts Advertising
Sales Promotion - WIN
Strategy Awards
Multicultural Strategy - SILVER
Marketing Awards
The M for Mpact - Packaging - GOLD
The M for Mpact - Promotion - GOLD
Multicultural - Packaging - GOLD
Multicultural - Best Use of Social Media - GOLD
Applied Arts Advertising
Ideation - Single - WIN
Promotional Collateral - Series - WIN
Social - Series - WIN
ADCC
Advertising Misc - SILVER
Promo Single - SILVER
Design Agency of The Year
GOLD