Kit Kat launched its first new recipe in 35 years. Video teasers, a website, games and events were used to gradually build up a story over several months. The idea was to create an interactive link with the consumer, based on the idea of the ultimate break – the most extraordinary break that we can imagine. A website allowed people to share their vision of the ultimate break by uploading videos and story lines. And as part of the campaign, KitKat ran a competition to win a trip into space.
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