Nestlé is splashing out £10m to launch both its new Kit Kat Chunky Caramel and an on-pack music promotion across the Kit Kat range.

From the end of August, Kit Kat Senses, four-finger, Chunky Milk and Chunky Caramel wrappers will all contain a Music Break code. This will enable consumers to download a free song worth 79p from the Kit Kat website, which will contain more than 35 million tunes.

The promotion is aimed at 16- to 24-year-olds and will be supported by TV and outdoor advertising. In keeping with the music theme, Kit Kat is also going to run a battle of the bands competition in universities across the UK.

In addition, 100,000 Kit Kat Chunky Caramels will be distributed in freshers' goodie bags across 14 universities, along with a postcard listing the best live music. 

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