The Kitkat Kit even has an operating manual for the sprue for the fans of the famous snack to ‘have a break’.
KitKat wanted to reinvent its famous creative message to show how even the most intricate and demanding hobbies are better if you occasionally have a break. It teamed up with Airfix for a ‘narrowcast’ campaign working with YouTube influencers and supported by print ads and out-of-homes.
The famous slogan of Kitkat ‘have a break’ was given a new release of life by Wunderman Thompson who elected to show that even the most intricate and demanding hobbies are better if you take a break. Airfix and the Nestlé brand joined forces to create The KitKat Kit, a special edition of Airfix’s Supermarine Spitfire. It added a sealed KitKat into the kits mounted on a 3D-printed plastic sprue, which also incorporates the famous ‘Have a Break’ message. An additional step was even inserted into the instruction booklet telling the hobbyists exactly when opening the bag to take out the snack and enjoy.
The kits were sent to a range of model-making YouTubers who, upon opening the packaging, discovered a sealed KitKat into the kits mounted on a 3D-printed plastic sprue.
The KitKat itself comes into play at step 38 of the model-making process under the instructions. We’re assuming that the “community how-to” of YouTube probably is very happy at the moment.