JWT KitKat and Android

Sam Young

JWT is a Advertisement agency founded in 1864 by William James Carlton. In 1878 it was then purchased by James Walter Thompson and renamed The James Walter Thompson Company accordingly. The company was then acquired by WPP in 1987. WPP is a British multinational advertising company. In 2005 the company was rebranded by shortening the name JWT.

JWT is a massive global advertising company with over 200 offices in 90 countries with around 10,000 employees. With JWT having offices all over the world it allows them to intergrade a global and multilingual campaign easier. JWT covers a wide range of companies and products and have a wide experience of print based, video and social media adverts.

JWT is ranked among some of the top agencies in the world and continues to be dominant with their advertisement and their global campaigns. With JWT’s main headquarters being located in New York the nearest and local competitors are BBDO. BBDO are a global advertisement company like JWT but are more experienced in video and TV adverts.

Android teamed up with Nestle and KitKat to promote their new operating system named after KitKat. The advertising campaign was international and done by JWT throughout there global offices and locations.

Kit Kat and Android

Kit Kat and Android

The whole advertising campaign evolved around promoting Kit Kat like a brand new mobile device through with imagery, wording, social media and video advertisement.

The advertisement is very bright, colourful, simple and is very clearly adverting Kit Kat. The advert also doesn't clearly show that its advertising the partnership with Kit Kat and Android. The wording also on the advert advertises the Kit Kat like a mobile device but from the audience research no one seemed to get it.

Kit Kat and Android

Audience

Throughout the audience research it was clear that the audience got a grasp of the product and knew of it and had tried it before, but none of them understood the writing in relation to the product. Theres no real information on the ad about Android and Kit Kat, the audience really has to search further to understand the ad.

Audience

Audience

The advertising campaign is manly to promote Androids operation system since Kit Kat is already a well known product. The main target audience is teens and young adults because they are the most likely to buy a new phone and or swap to Android. Also the way the advert is worded makes it a lot easier for a teenager and young adults to understand due to the amount of time they spend and familiarity with their mobile phones.

Legal and Ethical Issues

The overall issue of the ad is that it doesn't clearly advertise the partnership with Android and Kit Kat that its trying to do it kind of hints to it but doesn't specify. The writing kind of confuses the audience but they are internally concentrating on the picture. another issue is that a Kit Kat isn't healthy and its quite rich with sugar and fat but they get around that by saying to have it while your on a break to enjoy yourself and not to have it in big consumptions.

Legal and Ethical Issues

One legal issue with the ad is that its falsely advertising Kit Kat like a mobile phone with the wording of the ad but I would think most viewers would understand its a joke and not take it seriously.

Legal and Ethical Issues

The ASA (Advertising Standards Authority) is a uk organisation that regulates adverts, marketing and promotions dealing with complaints and seeing if they comply with their advertising standards codes and deal with them accordingly. This could be from misleading the viewer or lying about the product.

They had no complaints about the Kit Kat Android campaign.