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, KitKat will be part of it?

Introducing the Breaker Benches: whatever kind of break you want to take, there’s a KitKat bench made especially for it.

The Breaker Benches featured diverse breaks such as musical benches, a soccer bench, a WIFI bench, a seesaw bench and so much more. This one in particular was for those about to take a movie break.

In time for the screening of one of 2015’s most awaited movies, Ant-Man, we created a tiny KitKat bench, just big enough for the titular hero, much to the delight of those about to watch the film. Moviegoers instantly snapped and shared this break on their social media pages.

With the tiny bench, KitKat was able to become part of people’s movie break.

By identifying relevant consumer touch points and interests, this and the rest of 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.