Hans Fagerlund:
Kit Kat sportsman

Nestle is debuting a new product variant, Kit Kat Cookies and Cream, entirely online. This marks the first exclusively-digital product debut for the household brand.

The company worked with JWT/Sydney and digital firm RMG Connect to develop Chunga Championship, which follows the adventures of "Chunga champion" Hans Fagerlund, played by comedian Jordan Raskopoulos.

Group Account Director Peter Bosilkovski of JWT/Sydney called Chunga Championship a "breakthrough for the [Nestle] brand."

"The Chunga campaign […] demonstrates the possibilities of true integration
across multiple digital channels to not only reach teen audiences, but to truly
connect and engage with them," Bosilkovski said, adding that Nestle made few changes to the campaign after its initial presentation to the company, thereby demonstrating "great belief" in its success.

Fictional character Hans Fagerlund is described as a cross between comedic actors Jack Black and Will Ferrell. Chunga, the sport at which he's best, was also a brand invention. Nestle calls it "the ancient art of stacking Cookies and Cream Kit Kats with bare hands." The game bears similarities to Hasbro's Jenga, the major difference being that Chunga pieces are edible.

Users can play Chunga against Hans Fagerlund by adding a Chunga Facebook app to their profiles. Hans can also be added as a friend on MySpace, and a five-part video series of his competitive misadventures is available on YouTube and Vimeo. View episode 1:

The Chunga website hosts additional downloads, character history, a podcast link, and a blog written by Hans Fagerlund.

Pepsi conducted a similar all-online effort to debut a new beverage called Tava, targeted to women in middle age. The campaign generated little news after its first month live, and initial online reviews proclaimed the Tava campaign a web flop.