Live sample coverage from TikTok · Global · confectionery · August 3, 2026
Nestlé · KitKat. Watched in real time.
dig delivers a live read on the forces shaping brands across social — from creator sparks and product launches to cultural shifts and emerging narratives.
Trending narrative
Nestlé's flagship confection, KitKat, is having a moment: its 'have a break' ritual is supercharged by a global Formula 1 partnership. A collab clip from @nqobilekhwezi hit 12.9M views.
Trending now · pulled from dig
Narrative intelligence
The stories driving the KitKat conversation.
Narratives, not hashtags. dig surfaces the meaning behind each clip, ranking the stories by momentum and breaking them down by generation.
Trending now · last 7 days
What people really think about KitKat right now.
Pre-crisis radar · for comms
The narratives that haven't hit yet.
Early negative signals that give comms a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the KitKat conversation.
Official channels launch the collabs; creators turn the 'break' into rituals, taste tests and satisfying snaps.
Owned vs. UGC reach · last 30 days
~20%vs~80%
KitKat-owned share · UGC share of KitKat TikTok reach (30d)
KitKat's own accounts and partners like @f1 seed the campaigns, but creators, families and taste-testers drive the bulk of the break-ritual conversation.
Top 6 creators · last 7 days
The house codes
Break x F1, flavor drops, the break, ASMR, culture. Tracked.
How the KitKat conversation moves on social worldwide, plus the signal Nestlé can act on.
Portfolio signal · last 30 days
From signal to next move
The actions your team can take this week.
The creator to engage, the narrative to get ahead of, and the talking point that needs to be ready before the story moves.