The WARC Podcast Most Contagious: KitKat's longevity secret, Scambaiter Granny and more
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Dec 9, 2025 Join Joelle Caputi and YL Jabi from KitKat as they explore the secret sauce behind the brand's enduring success over 90 years. They discuss striking a balance between timeless brand elements and modern relevance. David Masterman and Simon Valcurell reveal the ingenious creation of 'Scammer Granny,' an AI designed to outsmart fraudsters while adding a humorous twist. Katrina Sturton-Dodd shares insights on how brands can foster community and connection in today’s world, encouraging a shift from individualism to belonging.
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Blend Heritage Research With Cultural Signals
- Cherish the historical drivers of your brand and mine archives for shortcuts to the future.
- Then lean into culture where it genuinely connects with your brand essence.
The Scammer Granny Wastes Criminals' Time
- O2 and VCCP built an AI 'Granny' to waste scammers' time rather than stop every scam.
- Daisy kept callers on the line for up to 40–54 minutes, blocking them from real victims.
Real Grannies Shaped Daisy's Voice
- The team built Daisy's backstory from real grannies, recording voices and authentic details like a cat named Fluffy.
- Authentic quirks made scammers believe and kept them engaged for long calls.