HAVE A BREAK & CHEERKITKAT
KitKat Gaming
Making “Have a break” native to esports across broadcast and social
Since 2021 we have activated KitKat’s League of Legends sponsorships across the LEC and regional leagues with a socialfirst strategy. We connected the “Have a break” message to real moments through broadcast touchpoints such as technical breaks and ingame signage, while community formats like Break & Cheer kept the idea alive between matches.
Beyond social, we helped bring the brand inside the game world through elements like ingame emoticons and the KitKat Hextech Chest. Over time, the partnership expanded into creator programs, event coverage, and EUwide TVC adaptations that maintained consistent presence across platforms.
Bringing the “Break Moment” into Gaming Culture
Gaming is defined by intensity - and with intensity comes the need for a break. KitKat entered the gaming ecosystem with a clear goal: translating its Have a Break philosophy into moments that naturally exist within play, broadcasts, and community experiences. Instead of disrupting the experience, the partnership focused on identifying real break moments and enhancing them through content, integrations, and activations. This approach allowed KitKat to become part of gaming culture in a way that felt relevant, authentic, and lasting.
The “Behind the Scenes” Series
The Behind the Scenes series brought KitKat into LEC broadcast breaks through short, authentic moments with on-air talent. Viewers got a glimpse of what happens off-stage during pauses, before the live show continued with fresh energy. The content felt connected, natural, and part of the broadcast rhythm.
A key element of the series was its use of humor and fan references familiar to the LEC audience. Each episode was built around a recognizable KitKat Break Situation - a moment of pressure or stress that naturally triggers the need for a pause. The scene then shifts away from the stressful moment into the KitKat ritual: Tear, Break, Snap, Enjoy. After the break, the moment resolves with fresh energy, a lighter mindset, and a clear return to the show.
Physical, Digital & On-Site Activations
KitKat’s gaming activations connected digital and physical experiences across the entire player journey. From the Ahri in-game emote and branded Hextech chests to custom on-pack designs and retail promotions, the partnership bridged gameplay moments with everyday consumer touchpoints. On-site activations at events like the LEC Finals further brought this to life through branded “Break & Cheer” fan items and dedicated break areas where audiences could relax and recharge before returning to the action.
KitKat x Playstation 5
To mark the launch of the PlayStation 5, KitKat partnered with PlayStation on the One Break Away campaign. The collaboration brought KitKat’s break philosophy into the console gaming space and was closely tied to the release of PlayStation 5 and the launch of Ratchet & Clank.
The campaign was rolled out across multiple touchpoints, including global TVCs, on-pack designs, consumer promotions, and point-of-sale activations. By connecting gaming excitement with everyday break moments, the partnership extended KitKat’s role beyond esports into mainstream gaming culture, reaching audiences at home, in retail, and across media.
KitKat Immersive Experience
To extend the idea of a break beyond traditional formats, we created an immersive VR experience that invited audiences into a playful, virtual KitKat world. Designed as a ride through a “KitKat Fun Park,” the experience allowed users to explore a stylized, larger-than-life environment inspired by the brand’s iconic product and playful personality.
