If you go to the bottom of the post, "How KitKat became Number 1" below, you'll find, at last count, 15 comments and 4 trackbacks to other blogs. Click on both and you can spend an hour wading in fire and brimstone. Fair warning, there are a couple of obscenities.
Some people are mad at KitKat; a boycott of the candy bar is proposed. Some are furious at those who are mad at KitKat. Some are filled with admiration at the marketing. Others say it's as cynical as the marketing of the war in Iraq.
I'm in the admiration group.
It takes guts to create a campaign that will take years to show results. It takes nerve to hold back advertising, and hope you have a story good enough to make newspapers and TV. Nestle could have gotten impatient and fired the ad agency at any time; the press might have yawned at the story; the kids might have gotten wind of the game being played -- it would have been all over, KitKat.
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