KitKat has added to its abundant collection of witty OOH campaigns, this time in the Philippines. VML Philippines has transforms the famous chocolate bar into a functional tool for small business owners, playfully addressing a unique Filipino cultural practice. Resourceful small Filipino businesses use everyday objects as makeshift door barricades when needing a short break. The campaign ingeniously reimagines KitKat as a purpose-built break-time signal. Specially designed KitKat Break Bars are slid between door handles, serving as a quirky – as well as effective – way to indicate a temporary closure, allowing employees to take a quick, undisturbed rest. The campaign provides a whimsical solution to the challenge faced by many small businesses in Metro Manila operating with limited staff.

“KitKat has always been synonymous with breaks,” stated Jin Nataniel Ong, senior brand manager of KitKat. “The campaign champions breaks for shop owners, playing on an existing Filipino behavior with the signature KitKat humour.”

KitKat also distributed Break Bars to local shops across Metro Manila, replacing their improvised barricades with its fun and practical alternative.

“This is a big help to us,” stated Sara Borquezo, a food stall manager in Quezon City. “We no longer need to improvise a door closure when we need a break.”

Maan Bautista, VML Philippines executive creative director, commented, “The best ideas are drawn from genuine insights. It’s rewarding to see a brand and culture blend so seamlessly. Transforming the KitKat into a physical symbol of Pinoy small business breaks reinforces our message – KitKat is there whenever you need a break.”