In the wake of iPhone 6’s #Bendgate, KITKAT was one of the first brands to leverage the news with a well-timed tweet: "We don't bend, we #break.”
In the first 10 minutes, the message was retweeted 100 times and has now been retweeted more than 27,000 times, racking up over 13,000 favourites.
Nimble marketing movement on Twitter isn't a first for KitKat either. Earlier in 2014, the brand challenged Oreo to a game of Tic-Tac-Toe. In 2012 Nestle sent a KitKat into space to give Felix Baumgartner a break when he was delayed during his skydive.