Hershey’s KitKat brand has recruited pro basketballer Karl Anthony Towns, aka “Big K.A.T.,” to promote its Big Kat bar.
The Big Kat, billed as a “bigger and crispier” KitKat bar, was relaunched last March. The first version of the bar was introduced in the marketplace back in 2012.
To launch its “one-year anniversary” social and digital campaign, KitKat posted a GIF on its Twitter channel of Towns purporting to be “hot and bothered” about the BigKat bar’s name (“there’s only one”). That was followed by a KitKat Twitter challenge to Towns, who plays for the NBA’s Minnesota Timberwolves, asking if he wanted to make a commercial for Big Kat.
Towns responded with an 18-second digital ad, dubbed “Ding,” which was also posted on YouTube (below).
In truth, of course, the ads were actually “co-created” by Towns and Kit Kat, as the brand acknowledged in its press outreach.
Hershey manufactures KitKat for the U.S. market through a license from Nestle.