With Snickers outmuscling Kit Kat Chunky across the region, especially in Saudi Arabia, we needed a bold way to make the brand matter to young consumers again. Our answer: The Chunky Boys, four college friends who take the classic “break” idea to impossible extremes.

We launched a series of online films that led viewers to a dedicated website, with one video crossing a million views on YouTube. This formed the foundation of a fully integrated campaign across digital, social, outdoor, and retail, resulting in strong brand uplift, a noticeable boost in sales, and a very happy Nestlé marketing team.