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Would you hire a Kit-Kat?

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Would you hire a Kit-Kat?


An experienced intermediary has launched a quirky, innovative marketing campaign to re-establish his position in the market.


Rebranding a popular chocolate bar to get noticed within the market is certainly not a tactic which we see being used every day. However, despite having 30 years’ experience in the financial industry, Neil Molyneux, has done exactly that.


Neil hired a graphic design team to rebrand his CV in the style of a Kit-Kat chocolate bar. By thinking outside of the box, he hopes his CV will stand out to companies and hopefully land him a new role in the market.


The design team created Neil’s CV to look like the popular chocolate bar by replacing the brand name with Neil’s, as well as removing the ‘nutritional information’ and adding Neil’s ‘skill set’.


On February 14 Neil sent out his CV to major UK lenders, and even included a rebranded chocolate bar for them ‘to enjoy whilst reading my CV’.


Having previously held managerial positions at Lehman Brothers, Swift Group, and Forces Financial, Neil knows how tough the economic climate can be.


Neil said: “The whole campaign is about getting people to look at my CV. I briefed the designers to ensure that anyone seeing my CV was intrigued enough to want to meet me. The documentation being mailed out is based on the ‘have a break, have a Kit-Kat’ slogan, and both my CV and chocolate bar are branded to look like a Kit-Kat wrapper.


“This may seem a little extreme, but in this tough market I feel it is important to think outside of the box.”


Neil’s story highlights the necessity of effective marketing in getting noticed. Rob Derry, Managing Director of Brunel Mortgages and Loans, said: “The last three and a half years have been extremely difficult for packagers as, almost overnight, products disappeared from the market. Our pipeline of business dropped by a huge percentage, within a very small period of time.”


He continued, “In these tough economic times, your marketing has to get you noticed even more than usual, especially as there are few vacancies around at the moment.


“If the people you are pitching to don’t have an opportunity for you currently, you want to remain at the top of their list when they are recruiting or looking for the services you offer. This means that measuring the effectiveness of a marketing campaign is a longer-term affair than just looking at the statistics after a couple of days.”


Whether this novel campaign will pay off and get Neil noticed in the market will be revealed in the upcoming weeks, when lenders begin responding to his applications. 

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