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After the Break
B O H D I A G E N C Y J U L Y 1 2 , 1 9 9 1
How to bring KitKat to the next lexel
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When markets are games, branding is the sport. Do we want to play it
like amateurs – or like true professionals? Do we seize a first-class
opportunity when it comes our way? Or do we remain in second-class
status out of misconceived nostalgic sensitivities?
The ball is on
the field.
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How people are spending their time
0
20
40
60
Work Fun Breaks Other
50
30
10 10
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Its halftime break is 15.
A game is 90 minutes.
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W H A T P E O P L E A R E D O I N G I N A H A L F T I M E B R E A K
go to the toilet
grab a new beer
watch the news
talk with friends
SNACK TIME
23
24
18
30
6
Competitive timeslot
Due to the given time
frame, people have to set
priorities. Of course, this
applies not only to sports
fans, but equally during
lunch breaks, for
example.
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Have A Break, Have A KitKat?
R E A L L Y ?
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Because breaks are holding them back to unlock their
full potential. With a break-free KitKat Nestlé can win the
Snack World Cup.
True goalgetters
are hating breaks.
B R A N D I N G P R E M I E R L E A G U E
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Challenge
accepted!