Kit KatBreak Squad

KitKat owns one of the most iconic lines in advertising history: “Have a break. Have a KitKat.” But in a world that never powers down, real breaks have all but disappeared—and after four straight years of sales declines, KitKat was feeling the cost.

A gentle reminder to pause just wasn’t cutting it anymore. We needed to make real breaks matter again.

So we started with a simple product truth: eating a KitKat takes two hands. You have to put your phone down and actually stop. That truth led to 'The Break Squad'. Four unapologetic protectors sent to fiercely (and hilariously) defend your right to a real break.

The Break Squad

RESULTS
The business responded very positively. Four years of decline were reversed in under seven months: increases in sales, velocity, and purchase intent.