As Britain's number one confectionery brand, Kit Kat needed to communicate online its ownership of the break and their proposition 'Have A Break, Have A Kit Kat'. The solution needed to develop and support the brand in a unique, iconic and humorous way. The Kit Kat cafe presented itself as the obvious solution. With the characters guiding users around the various interactive applications, the cafe is the ideal place on the web to 'Have A Break'. With downloadable applications like the Beakmate that encourages users to take a break, the Kit Kat console where retro style games can be played on and offline. The Network Trivia Challenge encourages the user to play against others online and the Kit Kat MSN Messenger Service facilitates break time chat amongst friends. The link with MSN Messenger increased traffic to kit.kat.co.uk by 1600%. Among other results, within 6 months: 10,900 people played the Network Trivia Challenge, and 9,500 played the games console.