KITKAT
METABREAK • Immersive branded adventures in Roblox's Metaverse for Gen Z.
// Our Mission
Recognising that Kit Kat's core audience is young and tech-savvy, we saw a great chance to connect with them in a meaningful way.
With Roblox being a massive hit among Gen Z and Alpha, we thought it was the perfect platform for Kit Kat to engage this digital-first generation. As the Metaverse gained traction, our goal was to position Kit Kat as a pioneer in creating standout branded experiences in this rapidly evolving digital landscape.
// WHAT WE DELIVERED
Metabreak: A New Way to Take a Break
We came up with "Metabreak," an immersive experience in Roblox where Kit Kat bars became portals to themed worlds inspired by seasonal product releases.
Drawing from classic platform games, Metabreak featured a central hub, or “warp room,” that connected players to various holiday-themed levels like Halloween, Christmas, and Valentine’s Day.
// Anatomy of Our Deliverables
Metabreak Key Features and Highlights
Break Meadow: The Hub
At the centre of Metabreak was Break Meadow, a chill space that served as the main hub. From there, players could jump into different worlds through portals hidden inside giant Kit Kat bars scattered around a circular area.
Trick or Treat:
A Halloween Adventure
One of the first worlds we developed was Halloween-themed. In this adventure, players faced off against a witch who had turned adults into monsters and sweets into enemies. Inspired by Kit Kat’s Halloween editions, players completed quests and tackled obstacles to break the witch’s curse.
Game Mechanics
Each level in Metabreak was designed as a platform game around a specific holiday, with releases timed to match each celebration.
✦ LEVEL 1 // Enchanted Forest
Mission
Guide a pot of sweets through a magical forest to a kid who lost his treats due to a witch’s curse.
Obstacles & Enemies
Players have to face forest creatures and avoid pitfalls that send them back to the start.
✦ LEVEL 2 // Dark Chocolate River
Mission
Help a kid navigate and cross a treacherous river of chocolate to ensure they safely return home.
Obstacles & Enemies
Dodge falling sweets, navigate tricky islands, and avoid obstacles that could force a restart.
✦ LEVEL 3 // Haunted Graveyard
Mission
Rescue a lost dog in a spooky cemetery, filled with haunted elements and eerie obstacles.
Obstacles & Enemies
Defend against skeletons and ghosts emerging from the tombs in an eerie cemetery.
✦ LEVEL 4 // Spooky Mansion
Mission
Climb to the top of a haunted mansion to break a witch’s curse by destroying her giant cauldron.
Obstacles & Enemies
Overcome revolving doors, narrow corridors, and horror creatures like vampires & mummies.
Game Characters
To enhance the player experience and fully immerse them in the Kit Kat universe, we designed a variety of engaging characters. From playful avatars to spooky foes, each character played a unique role in making the game both fun and challenging.
✦ Main Characters
Players could choose from four Halloween-themed skins, each featuring Kit Kat accessories.
✦ NPCS
Non-playable characters guided players through each phase, offering tips and instructions.
✦ENEMIES
The enemies were inspired by Kit Kat’s Halloween packaging, including witches, black cats, zombies, and more.
// WHAT WE ACHIEVED
Metabreak: CONCEPTUALISING A New Playground for Kit Kat
Even though Metabreak didn’t go live, it allowed us to envision how Kit Kat could connect with younger audiences in a playful, innovative way, using the digital landscape to bring the brand's playful spirit to life.
The concept opened up new avenues for future explorations in digital engagement, showcasing how brands can creatively use new platforms like Roblox to stay relevant.
