Case History Database

To connect with Gen Z, a key snacking audience, KitKat tapped into gaming culture. The brand discovered that gamers would stream for up to ten hours without a break, so it launched the "Break Chair" campaign. Partnering with major streamers, a hidden QR code appeared on their empty chairs during breaks. This unique activation rewarded viewers with a bespoke KitKat bar when they took a break, successfully making "Have a Break" a relevant part of gaming culture and increasing brand penetration among the Gen Z audience. NO CASE STUDY AVAILABLE.

Alina Yakovlieva	Author / Senior Brand Manager, KitKat	Nestlé
Emma Wilson	Author / Senior Consumer PR & Social Lead	Nestlé
Melanie Chen	Head of Marketing Confectionery	Nestlé
Shannon Wright	Marketing Manager – Chocolate	Nestlé
Sarah Lewis	Senior Brand Manager, KitKat	Nestlé
Alison Tilling	Author / Chief Strategy Officer AUNZ	VML Australia
Melanie Wiese	Chief Strategy Officer	VML Australia
Richard Plocki	Strategy Director	VML Australia
Paul Nagy	Chief Creative Officer APAC	VML Australia
Stu Turner	Group Executive Creative Director	VML Australia
Jack Delmonte	Creative Director	VML Australia
Guido Pecego	Creative Director	VML Australia
Bryce Waters	Senior Art Director	VML Australia
Blair Panozza	Senior Copywriter	VML Australia
Leandro Giminez	Junior Art Director	VML Australia
Griffin Englander	Post Production Specialist	VML Australia
Paul Binikos	Group Account Director	VML Australia
Sam Scheidler	Group Account Director	VML Australia
Becky Holwerda	Senior Account Manager	VML Australia
Amy Hitchener	UX/UI Designer	VML Australia
Jimi Ayling	Senior Finished Artist/Designer	VML Australia
Lewis Barnes	Designer	VML Australia
Aleksandar Janev	Lead Motion Art Director	VML Australia
Rachel Rider	Executive Producer	VML Australia
Mel Herbert	Lead Producer	VML Australia
Maddison Fricker	Integrated Producer	VML Australia