World Cup a brand bust for Kit Kat, survey finds

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British consumers "put up an apparent two fingers" to Kit Kat, despite parent Nestlé splashing out £10m on the football-themed "Cross Your Fingers" World Cup campaign, Engage Research has found.

Only 8 per cent of people questioned by Engage linked Kit Kat to the World Cup, despite a huge campaign offering customers the chance to win £1,000 every day from 3 May to 11 June. Only brands that had a long-term involvement in football derived significant benefit from the World Cup, Engage found. Carlsberg, an official sponsor of the England team but not a World Cup backer, was associated with the tournament by 36 per cent of respondents, compared with the official sponsor Budweiser's 31 per cent.