And that was how they came up with the line “Have a break, have a KitKat.”

Even better than KitKat’s “break” and there’s a coffee “break” — genius!

The magic was not the line itself but finding the right trigger to associate to. And the rest was history. KitKat’s story proves the power of finding the right trigger.

A key concept here is the the diagnostic and effective frequency — but I can only cover so much here.