We constantly monitors global news, spotting the next relevant moment to the classic "Have a Break" brand idea. When Red Bull sent Felix Baumgartner to jump from the edge of space we were presented with a perfect opportunity.
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On launch day there was a weather problem leading to a one week delay. As news of the delay came through, we responded quickly and decided we would send a KitKat into space on a weather balloon and record the moment, wishing Felix all our best while he took a break.
48 hours after we conceived the idea, a lucky KitKat was launched in Cambridgeshire using some basic equipment and a weather balloon and travelled to the edge of space.
A great social story ensued with over 8 million Twitter impressions and millions of video views. We also got global TV news coverage and the story was equally big in the news.