The Campaign

KitKat has always been about having a break, but not all breaks are had with a KitKat. How can we make sure that for every kind of break people will take, Kit Kat will be part of it? By giving people the most fun they’ll ever have sitting down. Introducing the Breaker Benches: whatever kind of break you want to take, there’s a KitKat bench made especially for it. These benches were rolled out in places where people needed their breaks the most—the country’s busiest business districts. The benches featured diverse breaks such as musical benches, a soccer bench, WIFI bench, phone-recharging bench, a seesaw bench and so much more. As the campaign unfolded, new benches were introduced to give them more reasons to have a break with KitKat. So now, with the Breaker Benches, whenever people thought of having a break, they had it with a KitKat.

Creative Execution

The Breaker Benches were created to cater to various kinds of breaks and were placed right where people needed a break the most—in the country’s busiest business districts. For those who wanted a musical break, we made Piano, Guitar and Boom Box Benches. For those who needed uplifting, the Seesaw Bench was there. Those who wanted a sporty break got the Football Bench. Those who preferred a sci-fi kind of break enjoyed the TIE Fighter Bench. As the campaign rolled out, more benches were introduced to give breakers more reasons to have a break with KitKat. Online films and TVCs featuring the benches generated further interest. A map was put up on the KitKat.ph site and the GPS app, Waze, to let others know where the benches are. With the Breaker Benches, people got to de-stress and have fun. More importantly, KitKat now became part of their breaks.

Describe the success of the promotion with both client and consumer including some quantifiable results

By identifying relevant consumer touch points and interests, the Breaker Benches successfully won people’s breaks, generating record-breaking performance for KitKat. On digital, people excitedly shared their breaks online and the excitement for the campaign generated more than 6.9 million views (Facebook and Youtube) and over 262 million impressions across different social media platforms. More importantly, KitKat grew double digits and grew faster than the category in volume and value (24% and 21% respectively), ending 2015 with its highest volume sales in two years. At the height of the campaign, KitKat overtook Cadbury and Toblerone and became the most preferred imported chocolate brand. KitKat increased its past 4 weeks penetration by 20%, moving the brand’s rank from 5th to 3rd nationwide and 1st in Metro Manila.

Explain why the method of promotion was most relevant to the product or service

KitKat has always been about having a break. But instead of telling people to have a break, KitKat brought to life the brand’s “break” philosophy with the Breaker Benches. Whatever kind of break people wanted to take, there’s a KitKat bench made for it. There’s a musical bench, a soccer bench, a seesaw bench and so much more. These were rolled out in places right where people needed their breaks the most—the country’s busiest business districts. Through this activation, KitKat was able to give people the break they needed at the right place, at the right time.

In today’s world, breaks have never been more relevant. With everyday stressors–daily commute, traffic, slow internet, longer working hours–affecting our everyday lives, the need to sit back, relax and enjoy a break is really a must with people having their own versions of a well-deserved break. Some update their social media pages. Others turn to music or movies. There are those who prefer to have a break alone, and those who prefer to spend their breaks with friends. KitKat identified places in the country where stressed and overworked professionals can be found–the central business districts. There was an opportunity to bring to life the brand’s “break” philosophy and be part of every person’s break through an immersive and shareable experience. That’s where the Breaker Benches came in—because whatever kind of break people wanted to take, a KitKat bench was made made especially for it.