Because there were so many popular Nestlé products to compete against, KitKat decided that they needed the right trigger. They thought about something existing and of value to people that they can associate with.

But why coffee, you ask?

Well, we associate coffee with taking a break. It’s scheduled every day and highly valued.

KitKat realised that their chocolate bar actually went very well with coffee. By attaching to the idea of a coffee break, people soon associated that trigger to opening a KitKat bar.