KitKat Rocks the Break at Rock in Rio 2022

KitKat made its festival debut with a bang at Rock in Rio 2022, launching the high-energy campaign “Let’s Rock The Break!” to bring its iconic break-time positioning to life in the heart of music culture.

From limited-edition flavors exclusive to the festival to immersive brand activations, KitKat turned its booth into the ultimate chill zone with interactive games, giveaways, and front-row vibes to the main stage.

The highlight? A collab with Brazilian pop star Jão, who dropped an exclusive track, “Let’s Rock The Break,” to announce the sponsorship - amplifying the campaign across social media, digital content, and festival buzz.

KitKat didn’t just show up at Rock in Rio—it became a must-see, must-taste experience, blending music, fun, and flavor in one unforgettable break.

This campaign won a Silver and Bronze Smarties Awards for Social Media Marketing and Omnichannel Marketing categories.