Communicate the new evolved ‘break’ platform in order to own breaks more strongly.The core idea being – ‘the engaging break that puts me in the right mood for whatever’s next’.

We identified everyday situations that require people to take a deep breath, or take a break for a few moments to prepare themselves mentally or emotionally for something they are about to do. Situations that everyone can relate to like meeting the parents of a girl you like, or simply counting until 10 before talking to your boss when you are angry. Then, we planted Kit Kat in the heart of these situations.

The campaign has just been launched and therefore results are expected only in the middle of 2012.