KitKat’s moment marketing strategy capitalises on their status as the iconic defender of breaks by connecting with ‘breakers’ at the most relevant times – all with a dash of classic KitKat observational wit.

When Black Friday hysteria arrived on 27th November 2015, it was time to remind people to take a break from the madness with our special take on the symbol of the day. On the busiest shopping day of the year we subverted that universal symbol of shopping – the barcode – to let shoppers know that we sympathized with their bargain hunting exhaustion.

The ad ran in the Metro newspaper on the morning of Black Friday. Surrounded by Black Friday sale ads from other brands, the KitKat barcode stood out as a calm reminder to readers that they should take a break from the scramble for bargains.