KitKat is using a proven bait of twin chocolate-coated wafers to reward gamers who are moving away from the latest Fifa titles.
The ‘Giving Gamers a Break’ campaign builds on the brand’s established ‘Have a Break’. KitKat’ straplines allow players to stop playing and pick up snappable biscuits.
A campaign targeting players from the Fifa Ultimate Team (FUT) Champions Weekend League coincided with one of the gaming world’s most competitive tournaments, urging snack brands to step in to relieve pressure.
The intervention, supervised by Wunderman Thompson Amsterdam, saw KitKat introduce 100 easily-winners to the fight in the form of the Kitto Kath Squad.
The easiest win of their life led to a message to the lucky player on KitKat: ‘Take a break’. Seize the well-opened break and win easily.
Wael Jabi, Head of Global Strategic Marketing and Communications at KitKat, said: ‘Have KitKat’ shows how the benefits of relaxation can be applied to every situation in life thanks to this activation, first used in the 1950s. By using modern Trojans and infiltrating the game interior, we were able to bring our slogan into the virtual world and give gamers a break from the fierce competition.”
KitKat is constantly looking for new ways to keep the ‘Have Break’ message fresh, as compared to the recent Airfix model.