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"KitKat Ramadan Iftar Bar"
Rethink
"KitKat Ramadan Iftar Bar"
Rethink
KitKat and Rethink launched a special 30-piece “Iftar Bar” to celebrate the evening breaking of the fast during Ramadan – a holiday often overlooked in traditional advertising calendars. The “Iftar Bar” was designed to be enjoyed, piece by piece each evening, honouring the 30 days of fasting. Its packaging featured geometric patterns inspired by Islamic architecture and included a calendar detail to track fasting progress. The bar’s design also incorporated iconography representing the phases of the moon
in the Islamic lunar calendar.
Despite no paid media, the “Iftar Bar” went viral, amassing over two million impressions within a week. Muslims worldwide embraced the initiative, sharing their traditions and appreciation of KitKat’s understanding and respect for their culture. Many advocated for the bar’s availability globally, viewing it as a meaningful gesture that highlighted and normalized diverse cultural traditions. Its success underscored the significance of inclusive marketing, fostering a sense of visibility and recognition
within the Muslim community.
in the Islamic lunar calendar.
Despite no paid media, the “Iftar Bar” went viral, amassing over two million impressions within a week. Muslims worldwide embraced the initiative, sharing their traditions and appreciation of KitKat’s understanding and respect for their culture. Many advocated for the bar’s availability globally, viewing it as a meaningful gesture that highlighted and normalized diverse cultural traditions. Its success underscored the significance of inclusive marketing, fostering a sense of visibility and recognition
within the Muslim community.
Credits
Chief Creative Officer: Aaron Starkman, Mike DubrickChief Strategy Officer: Sean McDonald
Executive Creative Director: Leia Rogers, Morgan Tierney
Creative Director: Skye Deluz, Jacquelyn Parent, Hans Thiessen, Sean O'Connor
Art Director: Liana Mascagni, Mustaali Raj, Skye Deluz
Writer: Jacquelyn Parent
Designer: Mustaali Raj, Liana Mascagni
Associate Director of Integrated Production: Kate A. Spencer
Senior Print Producer: Agnes Gilchrist
Group Strategy Director: Shereen Ladha
Strategic Planner: Jayne Stymiest
Group Account Director: Shar Khursigara
Account Supervisor: Devin Bonin
Account Manager: Dharmisha Mistry
Public Relations Account Director: Sara Lemmermeyer
Public Relations Manager: Chenda McKissick
Public Relations Coordinator: Claire Tam
Production Company: Westside Studio
Photographer: Ryan Szulc, Doaa Jamal
Producer: Meghan Buckley
Stylist: Christina Yang
Post Production Company: R+D Productions
Editor: Alijah Monckton
Editor (Case Study Video): Thomas McKeen
Clients:
SVP, Head of Marketing: Tracey Cooke
Marketing Leader, Everyday Confectionery: Riona Coller
Senior Marketing Manager, KitKat: Aseem Gulati
Marketing Manager, KitKat: Rachel Choi