These days, it seems like everybody wears 'armbands with a message'. It started with the yellow one against cancer, but soon there were more colours. When we noticed that more and more organisations came with their own coloured band ('Respect 4 all' or other 'I care about issues' messages), we decided it was time for KitKat to jump this wagon. And, of course, our key brand message was very suitable for what we wanted to say: 'Have a Break. Have a KitKat.' So we created a red rubber armband with exactly this message.

In the first month, every consumer who bought a KitKat candy bar in the out-of-home channels (gas stations, kiosks) received a free KitKat armband. Within the month, the complete stock of 250,000 armbands was given away and you still seen wearing them.