KitKat bags top AME honour for second year

Nestlé Confectionery Japan's KitKat brand has scooped the Platinum award at Media's Asian Marketing Effectiveness (AME) awards for the second year running. <BR><BR> KitKat's 'Breaking all records' campaign also scooped two golds in the Best Idea and Most Effective Use of Branded Content categories. Developed by JWT Japan, the campaign involved the creation of a record label called Breaktown, which released original music tied to the theme of 'break', with three singles becoming top-sellers. <BR><BR> Only five gold medals were handed out from 18 categories, along with eight silver, 17 bronze and 13 commendations.