KitKat’s Black Friday campaign gave São Paulo’s shoppers a chance to ‘take a break’ from the frenzy of impulse buying that’s become so common in the wake of the pandemic.

Through social media, we invited fans to share their funniest regretful purchases, turning post-buying remorse into a space for humor and reflection. Exclusively in São Paulo, this campaign brought a lighthearted twist to the pressure of Black Friday, offering a moment of relief with a playful nod to those impulse buys we all sometimes wish we hadn’t made.