In today’s busy world, encountering stress is inevitable. This is even more evident in the world of young urban professionals and millennials as they juggle and keep up with the demands of their jobs and other things. With this, the desire to escape and take a break has increased.

KitKat, a brand that’s always been about having a break, decided to give them one. Introducing the Breaker Benches: whatever kind of break they wanted to take, there’s a KitKat bench made especially for it.

These were installed in places where stressed out office workers needed their breaks the most—the country’s busiest business districts. The benches featured diverse breaks such as musical benches, a soccer bench, WIFI bench, phone-recharging bench, a seesaw bench and so much more.

So now, with the Breaker Benches, whenever people thought of having a break, they had it with a KitKat.

KitKat strategically placed the Breaker Benches in areas where breaks are most relevant—the country’s busiest business districts. For those who wanted a musical break, we made Piano, Guitar and Boom Box Benches. For those who needed uplifting, the Seesaw Bench was there. Those who wanted a sporty break kicked some balls with the Football Bench. Those who preferred a sci-fi kind of break enjoyed the TIE Fighter Bench. As the campaign rolled out, more benches were introduced to give breakers more reasons to have a break with KitKat.

Online films and TVCs generated further interest. A map was also put up on the KitKat.ph and Waze to let others know where the benches are. From May to December 2015, KitKat did a roadshow of the benches, giving people the chance to sit down and have their own break.

With this, KitKat was able to become part of people’s breaks.

By identifying relevant consumer touch points and interests, the Breaker Benches successfully won people’s breaks, generating record-breaking performance for KitKat.

On digital, people excitedly shared their breaks online and the excitement for the campaign generated more than 6.9 million views (Facebook and Youtube) and over 262 million impressions across different social media platforms. More importantly, KitKat grew double digits and grew faster than the category in volume and value (24% and 21% respectively), ending 2015 with its highest volume sales in two years.

At the height of the campaign, KitKat overtook Cadbury and Toblerone and became the most preferred imported chocolate brand. KitKat increased its past 4 weeks penetration by 20%, moving the brand’s rank from 5th to 3rd nationwide and 1st in Metro Manila.