These days, we are writing more than ever. Whether it’s via email, via group chat or posting something online.

Now more than ever, we are relying on punctuation marks to give our thoughts and words proper breaks for clarity, for breathing and for understanding. The kind of proper breaks KitKat reminds us to take.

The campaign consists of a series of radio spots celebrating punctuation breaks. Each spot centers on a particular break (the comma, the ellipsis, and the em dash), detailing how each one serves up a different kind of break experience for words and sentences. The same kind of breaks we all deserve, as KitKat reminds us.

KitKat has long been the brand champion of breaks. In the Philippines, KitKat has been singling out different kinds of breaks over the past decade. For this campaign, the focus is on writing breaks.

The campaign ran last April 2023 and was the opening salvo in a series of executions across different media touchpoints.