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The Jewel in the KitKat Crown

KitKat Rubies discover a new shine

KitKat Rubies, the premium gifting option from Nestlé KitKat, was launched in Malaysia in 2015. Cowan elevated the KitKat Rubies packaging to realise a level of sophistication and elegance to match the distinct and indulgent taste.

Today, 650 KitKat fingers are consumed globally every second. “Have a break… have a KitKat” realised the potential of the brand and the chocolate phenom spread to all corners of the globe.

Enter KitKat Rubies, the luxurious younger sister of KitKat. The individually wrapped, double-layered box launched into the adult gifting segment, previously dominated by the ubiquitous gold-papered Ferrero Roche.

Cowan was tasked to help the Nestlé team elevate the irresistible luxe of the product. To share its secret – the hidden layers of rich praline and chocolate to enhance its preciousness and drive desirability.

At the heart of our design solution was the re-telling of the KitKat Rubies story to enhance the jewel like aspect of the product and bring more meaning to the Rubies name. Essentially a graphic execution of a sensory equity. A gift you are proud to give and delighted to receive.

The Rubies success story continues rolling out across the Philippines and Singapore, with the most recent launch in Brazil.