KITKAT has launched a limited-edition reversible hoodie designed to blend into public transport seats, promoting its brand platform of protecting “break time.”
The campaign, developed by VML, is focused on Sydney and Melbourne commuters and responds to research showing 87% of Australians view commuting as valuable downtime, with many wishing they could avoid interruptions.
The Commuter Camo hoodie features a full zip for anonymity and a pocket designed to hold a KITKAT bar.
“KITKAT’s mission is to help give Aussies better breaks. Our KITKAT Commuter Camo Hoodies are a playful way to empower commuters to claim back their commute as break time and say – ‘No talk, just break’,” Shannon Wright, Nestlé Head of Marketing Confectionery, said.
Each hoodie features TOTALZIP tech, zipping all the way up for total invisibility.
Built for commuter comfort, it includes a CHOC POCK, a specially designed pocket to store your KITKAT and minimise meltage for perfect snapage. Its fully reversible design lets you flip from the camo side to the KITKAT side when you’re ready to get out of the break-mode.
Richard Williams, Group ECD at VML Melbourne & Sydney, said: “The best creative ideas come from tapping into culture in a way that truly connects with people—making an impact while also adding real value to their lives.
“And if we can make them laugh along the way, even better. Commuter Camo is a perfect example of this, turning a simple, relatable insight into something fun and memorable.”
The launch is supported by social, online video, OOH, influencer content, and PR activity.
Collaborations with Swag on the Beat and Will Gibb have driven reach across broadcast and lifestyle media, with earned coverage to date spanning The Morning Show, news.com.au and 73 other outlets.
Thomas Tearle, VML ANZ CEO, added: “Our collaboration with Nestlé has always focused on pushing creative boundaries and delivering work that resonates deeply with people – and in the case of KITKAT, helping people embrace the iconic message, ‘have a break’.
“This campaign wasn’t just about introducing a limited-edition hoodie – it was about addressing a powerful cultural insight: the need for Australians to reclaim their “me time” during daily commutes.”
CREDITS
Client: Nestlé
Head of Marketing Confectionery: Melanie Chen
Head of Marketing Confectionery: Shannon Wright
Marketing Manager, Chocolate: Lauren Mann
Senior Brand Manager: Sarah Lewis
Senior Brand Manager: Alina Yakovlieva
Senior Consumer PR & Social Manager: Emma Wilson
Assistant Brand Manager, Chocolate: Kate Paterson
Digital Brand Manager: Ella Peters
Creative Agency: VML
CCO APAC: Paul Nagy
CSO AUNZ: Alison Tilling
Executive Creative Director: Richard Williams
Creative Director: Jack Delmonte
Copywriter: Jared Kinsler
Art Director: Madelene McGuinness
Strategy Director: Richard Plocki
Executive Producer: Rachel Rider
Senior Producer: Stevi Russell
Junior Producer: Bella Lasovski
Group Account Director: Sam Scheidler
Senior Account Manager: Becky Holwerda
Senior Director (Resourcing): Kelly Foxcroft
Senior Finished Artist: Jimi Ayling
Junior Graphic Designer: Lewis Barnes
Editor: Mitch Clark
Media: OpenMind
Connections Planning Director: Kim Piache
Implementation & Activation Associate Director: Josh Price
Implementation and Activation Manager: Isobelle McDonnell
PR & Influencer: Eleven PR
Group Client Partner: Maggie Stergiopoulos
Business Director: Niamh Hamill
Social & Content Account Director: Christina Nguyen
Production: Stillpoint
Photography: Moonboy
Sound Design: Noise