KitKat Ong-spicious Cat

Agency

GEOMETRY GLOBAL SDN BHD

Client

NestlÃ© Malaysia (KitKat)

Product/Service

Confectionery

Brief

It’s 2025. Gen Z isn’t vibing with the same old Chinese New Year tropes. Even the 12 Chinese zodiac signs are feeling… kinda ancient. And when everything turns red, our iconic red KitKat risks blending into a sea of sameness.

Solution

We took a break from tradition and expectations, and explored a fresh sign of prosperity that’s been slaying online and everywhere: the cat. For 90 years, we’ve been called ‘Kit-Cat.’ It’s always been our zodiac.We gave the Snake a break and introduced the 13th zodiac, the ONG-spicious Cat! From our hit music video to everywhere on social media, it danced its way to prosperity, becoming the cat-alyst that activated Ong with Gen Z during their Chinese New Year break.

Credit

Chief Creative Officer: Didi Pirinyuang
Executive Creative Director: Phoecus Lee
Association Creative Director: Lim Kui Onn
Creative Group Head: Afiq Deen, Yong Jin Soon
Art Director: Phoecus Lee, Lawrence Loh, Thomas Thoe
Copywriter: Yong Mei Yee, Laura Lee, Mia Goh
Designer: Lio Xue Hong
Account Management: Victoria Chu, Elaine Wong
Social Team: Anniesa Dasih, Ziyan Chow
Producer team: Loreen Lim, Mike Chong
Planning Director: Filipe, Farhanim Abdul Manan