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December 10, 2013

KITKAT gives online users a break from CAPTCHA

The Nestlé brand is said to be the first confectionary brand to embrace PlayCaptcha.

By Duncan Macrae

KITKAT has launched an online interactive ad format that gives users a break from frustrating CAPTCHA forms.

CAPTCHAs are a common security feature that requires website visitors to rewrite distorted words to prove that they are human and not a computer bot.

They are commonly found when buying tickets online or completing a sign-up form.

PlayCaptcha offers a much more engaging and fun alternative to CAPTCHAs while not compromising this security measure or the amount of time it takes to complete.

KITKAT is thought to be the first confectionery brand to embrace this dynamic new advertising format.

The PlayCaptcha asks users to swipe their finger along the foil to open the KITKAT, either by using their finger on a touch screen or a mouse on a PC.

Future Ad Labs, the company behind the new PlayCaptcha has previously launched games for Heinz and Reckitt Benckiser.

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Gill Watson, KitKat business unit head, Nestlé UK & Ireland Confectionery, said: "At KitKat we always try to find new and interesting ways for consumers to enjoy our product, so Play Captcha is an exciting way to extend our Have a Break brand equity."

The campaign was created in partnership with JWT London and Future AdLabs. Katheryn Sutcliffe, business director, JWT London remarked that "It made perfect sense for KITKAT to be the first confectionery brand to offer a break from CAPTCHA forms with a fun PlayCaptcha game."

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