KitKat reinvents break time sign for Manila's small businesses

KitKat Philippines and VML Philippines have teamed up to launch an innovative campaign that turns the beloved chocolate bar into a practical tool for small business owners, embracing a unique Filipino cultural habit.

The "KitKat Break Bar" campaign transforms KitKat into a break-time signal, offering a lighthearted yet functional solution for small businesses operating with limited staff in Metro Manila, a release said.

Many Filipino shop owners rely on makeshift barriers - such as broomsticks or cardboard - to signal temporary closures when stepping away for a quick break. KitKat's campaign reimagines this everyday behaviour by introducing a specially designed KitKat Break Bar that fits between door handles, playfully reinforcing the brand's long-standing association with breaks.

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

To bring this idea to life, KitKat distributed Break Bars to small businesses across Metro Manila, replacing their improvised door barricades with this alternative. The response from local shop owners has been positive, the company said.

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

"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," Maan Bautista, executive creative director at VML Philippines, explained.

In an Instagram post, KitKat Philippines showcased businesses using the Break Bars, including Ersao Taiwanese Restaurant and Ora Ora in Pampanga, Coffee Tonya and Gaming Library in Makati City, as well as Esting's Bellychon and Dr. Z Animal Clinic in Marikina City.

MARKETING-INTERACTIVE has reached out to KitKat for more information.

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