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KITKAT will run its first ad today on the ethical ad platform 'Good-Loop', creating a means for people to donate part of the brand's media budget to the Nestlé Cocoa Plan, in return for 15 seconds of their attention.
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From Monday, the 'Time Traveller' KITKAT Senses ad will be distributed programmatically through Good-Loop's ethical ad player, delivering what Good-Loop describe as 'double the ad engagement level for the same price as any other premium video view.' Viewers who choose to watch the ad then unlock a free donation from KITKAT, which they can choose to direct towards the purchase of vegetable growing kits, solar chargers or school kits for beneficiaries within the Nestlé Cocoa Plan initiative.
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Good-Loop believes the only way to make online advertising sustainable long term is to positively involve the consumer. This means allowing people to opt-in to advertising rather than have it forced upon them.
Founder Amy Williams commented, "It's truly exciting to welcome KITKAT to our platform. Following this year's Cambridge Analytica /Facebook furore, people are increasingly aware of their inherent value as a consumer and as a data point. Their time, attention and data is valuable and many feel they deserve a fairer value exchange in the whole process of advertising and digital targeting. It's inspiring to see big brands embrace this reality and harness that value it in a way that supports good causes like the Nestlé Cocoa Plan."
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Florence Audoyer, Global Strategic Marketing & Communication lead - KITKAT, added "We are very excited to collaborate with Good-Loop to test a new advertising format where consumers choose to watch our advertising in exchange for a donation. Viewers will have the option of donating to one of three selected projects (School kits, Vegetable-Growing Kits, Solar Charger) demonstrating NESTLÉ's wider commitment to supporting sustainable cocoa farming"
While Nestlé is not the first big brand to choose to advertise using this new technology-for-good (funky cleaning product company 'method' launched their own 'Look Good, Do Better' campaign via Good-Loop last week), Monday is the first time that viewers of the ad will be able to see a live donation tracker showing how much money has been raised.