Philippines – KitKat Philippines, in collaboration with VML Philippines, has launched a creative new campaign that reimagines its iconic chocolate bar as a practical tool for small business owners, cleverly embracing a unique Filipino tradition of taking short breaks.
Called the “KitKat Break Bar,” the campaign offers a light-hearted take on a common challenge for small businesses in Metro Manila with limited staff. Drawing from the local practice of using everyday objects as makeshift door barricades during short breaks, it introduces a playful alternative by repurposing KitKat as a break-time signal.
As part of the campaign, KitKat PH and VML PH introduced specially designed KitKat Break Bars, which can be placed between door handles to signal a temporary closure, giving employees a simple way to take a brief, uninterrupted break.
KitKat Break Bars were distributed to local shops across Metro Manila, offering a playful alternative to the makeshift barricades commonly used during short breaks. Small business owners have also welcomed the initiative as a useful and relatable solution.
“KitKat has always been synonymous with breaks. The campaign champions breaks for shop owners, playing on an existing Filipino behaviour with the signature KitKat humour,” said Jin Nataniel Ong, senior brand manager of KitKat.
Meanwhile, Sara Borquezo, a food stall manager in Quezon City, commented, “This is a big help to us. We no longer need to improvise a door closure when we need a break.”
KitKat and VML’s initiative combines cultural insights with creative problem-solving to address common challenges faced by small businesses. By recognising the universal need for breaks, the campaign has drawn interest from both business owners and the advertising industry.
Maan Bautista, executive creative director at VML Philippines, said, “The best ideas are drawn from genuine insights. It’s rewarding to see a brand and culture blend so seamlessly. Transforming the KitKat into a physical symbol of Pinoy small business breaks reinforces our message: KitKat is there whenever you need a break.”
