A sweet KitKat break-time signal for Manila businesses

KitKats are not just a delicious chocolate treat; as it turns out, they can also serve as a clever signal for break time.

 

In an innovative campaign by KitKat Philippines and VML Philippines, the popular chocolate bar has been transformed into a practical tool for small business owners.

 

The 'KitKat Break Bar' campaign introduces specially designed bars that can be slid between door handles, effectively indicating a temporary closure. This playful solution addresses a common challenge faced by many small businesses in Metro Manila, where owners often rely on makeshift barriers, like umbrellas or broomsticks, to signal when they need a quick break.

 

 

By reimagining KitKat in this way, the campaign taps into a unique Filipino cultural practice while reinforcing the brand's longstanding association with taking breaks.

 

The campaign saw KitKat distributing Break Bars to local shops across Metro Manila, replacing their improvised barricades with this fun and practical alternative. The initiative has been met with gratitude from small business owners.

 

"This is a big help to us," shared Sara Borquezo, a food stall manager in Quezon City. "We no longer need to improvise a door closure when we need a break."

 

The campaign effectively riffs on the famous 'Have a break, have a KitKat' tagline that is synonymous with the chocolate snack.

 

 

"KitKat has always been synonymous with breaks," said Jin Nataniel Ong, senior brand manager of KitKat. "The campaign champions breaks for shop owners, playing on an existing Filipino behaviour with the signature KitKat humour."

 

Maan Bautista, VML Philippines executive creative director, highlighted the campaign's culturally relevant approach: "The best ideas are drawn from genuine insights. It's rewarding to see a brand and culture blend so seamlessly. Transforming the KitKat into a physical symbol of Pinoy small business breaks reinforces our message: KitKat is there whenever you need a break."

 

Campaign's take: By transforming KitKat into a physical representation of short breaks for Filipino small businesses, the initiative not only elevates the brand's message but also provides tangible support to the community. It serves as an effective reminder that sometimes, all it takes to make life sweeter is a little creativity and humour.