Although the campaign only launched shortly before the submission deadline, KIT KAT has already experienced a 7% increase in national sales volume so far this year, helping close the share gap on their primary competitor, Hershey’s REESE.

The KIT KAT Break Assist has also helped establish the brand as a digital leader in the confectionary industry. It also elevated the brand’s position from merely an advocate of break taking, to a facilitator.

A digital web app accessible on all smartphone devices, the Break Assist allows users to request a phony phone call with just the press of a button. They can choose to receive it immediately, or at pre-set time. Once a call is requested, users randomly receive one of 20 pre-recorded messages walking them through exactly what to say and do. Each message helps the user step away by creating the illusion of a humorous situation requiring their immediate attention.

To create awareness, an online video promoted the app and drove viewers to Kitkat.ca, where users could learn more about the app or try it on their mobile device.