I have a soft spot for Kit Kat, having cut my marketing teeth in the Rowntree KK team in York in the ’60s. It was already a veteran, 30 years old and making its first £1 million contribution to profits while I was there. The trademark battle then was about the tag line, ‘have a break’, which Cadbury and others were trying to dilute with their own snacks promotion. They lost. And now, another 50 years on, the ‘four-finger shape mark’ is the focus and in the UK (but not everywhere) Cadbury are successfully opposing it. I can’t guess what profits the old guy makes now but Nestlè clearly intends to protect them.
- headline courtesy the Grauniad