Rather than asking people to “have a break,” KitKat found a way to make breaks visible. In 2025, VML Manila’s “KitKat Break Bar” reimagined the improvised barricades that Filipino sari-sari stores and small businesses place across their entrances when stepping away for a quick pause, transforming them into functional door bars shaped like KitKat fingers.
The idea embedded the brand into an everyday Filipino ritual, turning a humble piece of retail infrastructure into outdoor media while giving small business owners a more recognizable way to signal their break.
The campaign delivered a 34% increase in sales and word-of-mouth engagement within weeks of launch, demonstrating how culturally rooted design could create both business impact and global creative recognition.
The campaign quickly earned recognition across Asia’s creative industry, led by the Best of Discipline in Out of Home at the 2025 ONE Asia Creative Awards. It also collected Gold in Out of Home (P.O.P. & In-Store), Silver in Design (Posters & Out of Home), and Bronze in Creative Effectiveness (Consumer Goods), underscoring how a simple, culturally rooted idea could excel across craft, design, and business impact.
CREDITS
Agency: VML Manila
PR / Marketing Agency: Greenbulb Communications / Quezon City
Client / Brand: Nestlé Philippines Inc. / Makati City
Associate Creative Directors: Ali Sadsad, Bern Cordora
Chief Creative Officer: Joe Dy
Executive Creative Director: Maan Bautista
APAC Chief Creative Officer: Paul Nagy
Head Of Art: Javey Villones
Senior Art Director: Trishia Vilarmino
Senior Copywriter: Angel Santos
Senior Strategist: Roxanne Cruz
Account Director & Awards Lead: Jerald Andres
Brand Communications Executive: Ace Victor Ballesteros
Chief Executive Officer: Golda Roldan
Client Service Division Head: Rodel Vega
Consumer Communications & Experience Head: Jayel Ladioray
Creative Traffic Coordinator: Lady Cajanding
Digital Imaging Artist: Christopher Cristobal
Integrated Strategist: Mari Bongalon
Multimedia Editor: Angel Cabanto
PR Associate: Ruthie Mendoza
PR Director: Robyn Cortez
PR Manager: Tina Jamisola
Senior Account Manager: Armand Bonifacio
Senior Brand Manager: Jin Nataniel Ong
Studio Manager: Carol Pe Benito
SVP & Business Executive Officer: Veronica Cruz
