Music culture is vital for youth but they buy fewer CDs today due to the availability of downloading. That's where the needs of music artists and KitKat met. KitKat established a virtual "Breaktown Label", the first attempt by a snack brand to enter the music industry. BreaktownLabel has introduced three artists to date who wrote original songs based on the theme of "Break" for KitKat. Surrounding young consumers with "surprise" live concerts, branded music videos, TVC, website, PR exposure on TV music shows, this communication via music went far beyond conventional media and enabled our audience to experience a genuinely emotional Break.

"Cherry Blossom" was used as the key icon of this campaign and the key message was "May Cherries Blossom" - a traditional saying meaning "Wishing Success". On the test day, students were surrounded by cherry blossoms and "Have a Break" messages all the way from inside trains, train stations, on their way to test-taking site from the station. The programme was also collaborated with ward offices and local shopping promenades, including local shrines, where cherry-coloured illuminations and flags were placed.