As a non-endemic brand with no history in Esports or Gaming, KitKat wanted to align its market entry activations with their iconic brand heritage and be embraced by the growing international esports and gaming communities on all relevant channels.
True to the brands world-famous quote “Have a break, have a KitKat”, we’re giving esports a break. We delivered a multi-media campaign leveraged on the communication heritage of KitKat, aimed to make the most of the least interesting moments of Esports - the breaks. Enabled by the partnership with Riot Games, KitKat took over all the breaks of some of the world’s biggest Esports events, such as the prestigious League of Legends European Championship (LEC).
We’re presenting KitKat to the esports and gaming audience in its usual humorous fashion, and together with our tagline “Even the biggest Champ needs a Break,” we were able to breathe positive emotions into the technical breaks during league matches. The campaign reframed these breaks and made them more meaningful to fans by utilizing them for fan engagement activations, raffling prizes, and generating entertaining moments during match breaks on social media.
This break time was further used to activate a series of smaller multi-media campaigns like Every Champion needs a break, Mission Control, One Break Away, and more. Moreover, the campaign grew outside the Esports world with a TVC, where blockbuster game’s heroes from Ratchet & Clank, Astrobot & Uncharted took a break for KitKat.