<
https://www.thedrum.com/news/2023/12/04/how-kit-kat-made-chocolate-part-ramadan>
"KitKat has long been synonymous with the “break” and its various meanings and
interpretations within culture. From the water-cooler break at the office, to
the serendipitously unplanned break, to mental breaks. It’s a brand famous for
glorifying however you like to break.
But one break that hasn’t been celebrated enough by brands is the break that
happens every evening during the holy month of Ramadan: breaking your fast.
There are almost 2 billion Muslims in the world, yet brands tend to ignore the
most important holiday celebrated by this community. The month of Ramadan is a
time of spiritual discipline, charity, generosity, and reflection. But it’s
also a time of celebration and joy. The meal that happens at sundown every day
of the month is called Iftar. It’s a time to gather with loved ones, crowd
around the table for big meals, and exchange gifts.
The ambition was to break through the clutter in the category by rejecting
occasions that every chocolate brand tries to insert themselves in, and instead
bring representation and inclusion to one that’s often overlooked."
Via Esther Schindler.
Cheers,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
