Spikes Asia

Breaker Benches

J. WALTER THOMPSON MANILA, Makati City / NESTLE / 2016

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Overview

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Credits

Overview

Background

KitKat is a major player in the chocolate category in the Philippines. However, the category has been dominated by local brand, Cloud 9, and two other imported brands, Cadbury and Toblerone. Awareness for KitKat is high, but people didn’t really have it during their breaks. How can we then get them to take breaks with KitKat?

Execution

The Breaker Benches 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 kicked some balls with 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.

Several online films and TVC spots featuring the Breaker Benches generated further interest. A map was also put up on the KitKat.ph site and on the GPS app, Waze, to let others know where the benches are.

With the Breaker Benches, these overworked professionals finally got to de-stress and have fun. More importantly, KitKat now became part of their breaks.

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