Every year, roughly 850,000 high school students take university entrance exams in Japan. Each January and February there are lot of students with drawn faces, trying to get over one of the most important events in their life. A rumour began in 2003 that KitKat was an examination success charm (KitKat is pronounced in Japanese as "Kitto Katsu" meaning "surely succeed"). Today, KitKat is chosen as the most trusted lucky charm for test-taking students. By building on this rumour, this communication aimed to bond KitKat with such high school students through multi communication channels.

The campaign used four communication channels simultaneously (January - mid February 2005): (1) Sampling at hotels where test-taking students stayed; (2) Transit ads in commuter trains in major cities; (3) "Cherry Blossom Forest", a special students' website at breaktown.com (KitKat's homepage); (4) Multifaceted PR.The timing and placement were just right to connect the brand and the "Have a Break, have a KitKat" message with the right target. Once the audience got the message, through any of the contact points, they talked to their peers and families about their good luck. A huge amount of word of mouth and free PR was generated.