Brands trying to come up with new giveaways and marketing ideas may be looking towards the promotional labels on Nestle's Kit Kats over the coming weeks.

According to Talking Retail magazine, the confectionery manufacturer's annual big break promotion has been launched for the third year running after proving a massive hit with consumers.

Ten people who buy the limited edition packs will win their once-in-a-lifetime perfect break - whether it is a trip up Mount Everest or just a holiday from paying their mortgage - to the value of £10,000.

There are also 500 prizes of £100 on offer, with Kit Kay buyers asked to enter in the code from their promotional labels on the website to check if they are a winner.

Since the idea boosted Kit Kat sales by 28 per cent in 2010, other brands may be tempted to emulate the success with their own similar promotion.

Inserts and promotional labels or scratchcards may be a better method of denoting a win than the product itself.

Earlier this summer, an unnamed pensioner lost out on a £10,000 prize after eating a red Kit Kat that was actually a prizewinner instead of sending it to Nestle to claim the money.

Denny Bros Ltd, 16 August 2011