In Spain, the claim “have a break, have a Kit Kat”, has become a well-known phrase: instead of saying have a break, we say have a Kit Kat.TV Channel Cuatro specifies commercial break lengths that are very short, in order to avoid zapping. For example: before a 20” spot is broadcast, a warning sign pops up saying “we’ll be back in 20”.Furthermore, Cuatro has a corporate image similar to Kit Kat (red and white colours).

This idea achieved a 253% increase in advertising recall, compared to a conventional spot.

To exploit this opportunity, we included a Kit Kat pack shot in the Cuatro warning sign, and instead of saying “we’ll be back in 20”” we said “we’ll be back in a Kit Kat”.

Focused on young generation target.