When brands want to win younger gamers, they usually jump straight into the action—skins, in-game items, or streamer sponsorships. KitKat, however, did the opposite. Instead of encouraging more play, the brand literally paid gamers to stop.
Enter “The Break Chair”, a smart and unconventional idea rooted in a simple insight: over 56% of Australian streamers play for up to 10 hours straight. For a brand synonymous with breaks, that was an opportunity too good to ignore.
Rather than appearing inside the game, KitKat took the message offline with a bold red gaming chair. It’s clever twist? A giant QR code was printed on the back, visible only when the gamer stood up and walked away.
KitKat partnered with popular streamers and did the unthinkable—hired them to leave their seats mid-stream. As confused viewers watched empty chairs, they scanned the QR code and unlocked rewards, including limited-edition KitKat treats and chances to win the iconic Break Chair.
More than a stunt, the campaign highlighted an important truth: taking breaks improves focus, performance, and results, especially during long gaming sessions. The message resonated strongly, driving 24.3% higher engagement among Gen Z and boosting sales by 8.76%.
In a space obsessed with nonstop play, KitKat proved that sometimes the smartest move is to pause. A perfectly on-brand reminder:
“Have a break, have a KitKat.”
