Kit Kat has launched an initiative called The Break Off, celebrating the rituals consumers partake in when eating their Kit Kat.

For a limited time only, all Kit Kat packs will feature a series of fun messages. Singles and multipacks of Kit Kat 4 Finger Milk will be flashed with The Snapper, while Kit Kat Chunky Milk is The Chomper. Kit Kat 2 Finger packs will be flashed with The Dunker and Kit Kat Snap & Share blocks will carry a The Sharer flash.

In addition, the firm is launching two limited edition flavours, designed to fit in with many consumers’ favourite rituals. Kit Kat 4 Finger vanilla will be flashed with The Stirrer as it can be stirred into a coffee to give a vanilla latte flavour, while new Kit Kat Chunky Extra Chocolate will be flashed with The Nibbler.

The global Celebrate the Breakers Breaks TV ad, which launched in the UK last year, is airing now and will run throughout the year. 

A specific £2 million media campaign will support KITKAT’s Break Off activity, bringing the overall Q1 media support for KITKAT to £4.4m.

A media campaign will focus on a new video which is can be viewed on VOD, YouTube and social media. The ad features a humorous take on the individual rituals of a family of Kit Kat eaters.

There will also be PR activity aimed at encouraging the conversation with consumers using the hashtag #mybreak, as well as instore POS.

Since its launch in February last year, the Celebrate the breakers ad has achieved a Purchase Intent at 55%, which is 28% above the fast moving consumer goods norm, according to Nestlé.