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Kit Kat has launched a new variation of its Senses chocolate bar, using connected promotional packaging which allows users to donate money to a charity online.

The chocolate bar in question is the rather delicious-sounding Caramel Cream, which Nestlé clearly thinks will appeal to a female audience, given their choice of charity collaborator...

The brand has teamed up with the research-funding Breast Cancer Campaign. An on-pack promotion will encourage users to visit a dedicated Facebook page, where after commiting a Like, they will be able to enter a unique code from their wrapper. As long as they do this before June 30th 2011, they will then enable to donate - on behalf of Kit Kat - 10p from the sale of their choccy bar to the charity. The aim is to raise an admirable minimum of £100,000....

Kit Kat UK Facebook page

Furthermore, the page will host two content sections - 'Pink Like' and 'Touch of Pink' (no sniggering at the back) - the latter of which allows users to turn any picture from their Facebook collection pink, before creating a jigsaw-based montage of all their friends. Pink Like is slightly more involved, letting users doodle a picture (Microsoft Paint wizards this is for you) before posting it to their wall and submitting it to the user-generated gallery hosted on the campaign page.

Rupert Runewitsch is account director at Skive, London - the digital agency responsible. He comments: For Kit Kat Senses to use digital as a priority channel in its flavour launch demonstrates the brand's commitment to leading the FMCG sector in digital execution. In this instance, Facebook will bring existing and new audiences to engage with the brand and to help bring donations to a worthy charitable cause.'

Indeed, brands are still experimenting with ways to incentivise the Facebook Like process for users, but exchanging one for a charitable donation is one of the best ideas we've heard yet. Furthermore, the connection forged between Kit Kat and its scores of new likers will be based not on a superficial 'carrot dangling on a string' exchange for discounts or free products etc, but rather on the brand's generosity and ultimately, a good cause. Now that's the kind of win-win situation we like!