VML Philippines transforms KitKat into a break-time signal for Small Businesses in Metro Manila
KitKat Philippines and VML Philippines have launched a new campaign that transforms the iconic chocolate bar into a functional tool for small business owners, playfully addressing a unique Filipino cultural practice. The “KitKat Break Bar” campaign provides a whimsical solution to the challenge faced by many small businesses in Metro Manila operating with limited staff.
Recognizing the resourceful way Filipino businesses use everyday objects as makeshift door barricades when needing a short break, the campaign ingeniously reimagines KitKat as a purpose-built break-time signal. Specially designed KitKat Break Bars are slid between door handles, serving as a quirky yet effective way to indicate a temporary closure, allowing employees to take a quick, undisturbed rest.
“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 behavior with the signature KitKat humor.”
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,” says Sara Borquezo, a food stall manager in Quezon City. “We no longer need to improvise a door closure when we need a break.”
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.”
The KitKat Break Bar campaign demonstrates how creative thinking and cultural understanding can elevate a brand’s message while providing tangible support to the community. By celebrating the universal need for a break, KitKat Philippines and VML Philippines have delivered a sweet and effective campaign that resonates with both consumers and the advertising industry.
