CHALLENGE

With Sir Alex Ferguson’s retirement announcement dominating news and social media, KitKat sought to capitalise on this widely publicised event, aiming to increase brand visibility and engagement. The challenge was to craft a relevant, timely response that would resonate with football fans and leverage KitKat’s brand ethos of taking a break.

INSIGHT

Football fans associate Sir Alex Ferguson with his infamous “hairdryer treatment” – intense, motivational outbursts aimed at players. With Ferguson stepping down, Manchester United players would indeed be getting a break from his fiery presence, while Ferguson himself was about to enjoy a well-earned break after decades of high-stakes management.

SOLUTION

KitKat responded with a clever visual on Facebook: a red hairdryer (reflecting Manchester United’s colours) melting a KitKat bar, symbolising the end of Ferguson’s fiery discipline. The tagline “Have a break, have a KitKat” was playfully repurposed to reflect both Ferguson’s retirement and the players’ reprieve, with the post copy reading, “With Sir Alex retiring, now Man U can have a break from the hairdryer treatment.” This timely and humorous post seamlessly connected KitKat’s brand message to a major cultural moment, engaging fans and reinforcing KitKat’s identity as a brand that understands the value of a well-timed break.