2016 Winners & Shortlists

Brief Explanation

Localize KIT KAT’s global objective and establish KIT KAT as the #1 iconic Chocolate brand. Further enhance association with “Perfect for my break”. These were no easy tasks in a cluttered confectionery category that is characterized by impulse buying behavior and higher spending competitors. The GCC, a socially reserved culture leaves youth yearning for individual expression, however they still want to fit in their own social & culture norms. Since no two individuals are the same, why should their breaks be? While the campaign resonated regionally, stunts needed to be local. Consumers' passion lies with celebrities who share their culture.

Results and Effectiveness

Controversy and surprises drove virality, with ?????# (#breaker) rising to a Top 10 trend. 2,000 mentions in under a week powered 4,000,000+ reach on Twitter organically! Thousands commented on Instagram before KIT KAT had a page! TV, Print and Digital media covered the disappearances (without PR push), building suspense then recognizing KIT KAT as the hero behind the breaks. The Breaker Stunt set the stage for the campaign manifesto, which received 900,000+ engagements and 4,500+ shares, 10-30x more than other FMCG brands during that time. Unbelievably, KIT KAT even registered All-Time High Market Share during/immediately following the Stunt.

Creative Execution

To establish ‘breaker’, we created stunts with high profile entertainment personalities in KSA and UAE through the same concept – staged disappearances. On Sa7i’s top-rated show, the presenter Khalid quit. YouTube, Twitter and Instagram were ablaze with confusion and pleading from fans in disbelief. Khalid was even interviewed on Al Arabiya about his plans! On Virgin’s morning show, Kris Fade spoke about taking a break for a week, then invited the first 30 listeners who showed up at the station to find their inner breakers in the Maldives with him. It became the most talked-about event in the UAE.

Insights, Strategy and the Idea

Celebrate the Breakers’ Breaks celebrates the ‘breaker’ in everyone in a personal and sincere manner. However, there was a major barrier - the word ‘breaker’, meaning someone who takes breaks, was not a word in Arabic or English. Our plan of attack was to Break Into Culture. Infuse the concept of a ‘breaker’ into culture through the very people who create culture for today’s Arab youth – Celebrities, Media, Influencers and Friends. The campaign and its success were about people.