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KitKat kicks off 2018 with new 'Joe The Mug' promotion

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Nestlé’s flagship brand KitKat has kicked off 2018 with a fun promotion introducing a new character: Joe the Mug, a mug who is looking for the perfect partner to spend his drinks break with.

win joe the mug

Joe the Mug links confectionery and hot drinks as the perfect break partners and will feature in a new media campaign as well as an on-pack promotion.

The on-pack promotion, which launched on January 8th 2018, gives KitKat consumers the chance to win one of 50,000 thermochromic Joe the Mugs. Each mug has a face on one side and when hot water is poured in a message from KitKat on the other side of the mug reveals Joe’s favourite kind of break. A code found on the inside of each promotional KitKat wrapper can be entered online to discover if it is a winner.

Charlotte Mountford, Senior Brand Manager for KitKat said:

“We are very excited to launch this new fun promotion and to introduce the character of Joe the Mug. We know that KitKat goes perfectly with a hot drink so this campaign with Joe is a great way to demonstrate that.

We hope that consumers will enjoy welcoming Joe the Mug into their homes and discovering his favourite kind of break when they have a hot drink in it.”

To make sure consumers can enjoy their cuppa with their favourite KitKat, the promotion will feature across the KitKat range, including KitKat 4 Finger Milk, KitKat Chunky Milk, KitKat Chunky Peanut Butter, KitKat 2 Finger Milk, KitKat 2 Finger Dark and KitKat 2 Finger Orange.

A new media campaign will support the Joe the Mug activity, and will focus on social and digital media. A teaser campaign to introduce the character of Joe the Mug will launch on January 22nd 2018. What’s more, KitKat advertising will also be on TV and in cinemas during this time.


KitKat has been around for more than 80 years and continues to be hugely popular with more than five million of them made at the York factory every single day.

Last year, KitKat Extra Milk and Cocoa was launched using the new recipe where some sugar was replaced with a bit more of the existing, natural ingredients that people know and love; milk and cocoa.

In addition, KitKat Bites Peanut Butter, KitKat Chunky New York Cheesecake and white chocolate variants of KitKat Bites and KitKat Chunky joined the KitKat family last year.

Consumers should keep an eye out for more exciting KitKat news coming later in 2018.




For more information on the Nestlé Confectionery range please contact:

Nestlé UK Press Office on 020 8667 6005 or email [email protected]