To celebrate Ramadan, we launched a 30-piece bar for 30-days of breaking fast, celebrating the diversity of the break in a community that’s often overlooked. Despite no paid media or press release, the KitKat Iftar Bar went viral, with over 2 million impressions after only seven days. Soon, Muslims celebrating Ramadan all over the world were sharing their Ramadan traditions with KitKat. With an overwhelmingly positive response, North American Muslims didn't just love the Iftar Bar - they finally felt seen. Soon, Muslims celebrating Ramadan all over the world were sharing their Ramadan traditions with KitKat and asking for the bar to be made available worldwide.

 

The bar was divided into three parts to represent the three Ashras of Ramadan. The design of the packaging features a geometric pattern inspired by Islamic tiles, a calendar to keep track of the days to fast, an a die cut of the phases of the moon that is revealed as the box slid out of its sleeve. 

 

Launched in partnership with Muslim influencers, the Iftar Bars were given away to their respective communities on TikTok and Instagram. This resulted in unprecedented participation and engagement, and allowed the limited-run product to be distributed to those who celebrate Ramadan.