KitKat has taken breaks to a new level by installing benches for students and youngsters to take a break. The initiative ‘Breaks for Good’ is handled in accordance with Ricron Panels, the plastic waste recycling company, as well as the winners of the Global Nestlé Creating Shared Value Prize.
‘Breaks For Good’
The initiative offers Break Zone benches developed and installed in different schools and colleges across India. These benches constitutes of recycled plastic packaging in collaboration with Ricron Panels.
“We wanted to bring alive the brand belief of Kitkat of breaks are good for you into our sustainability initiatives as well. By placing recycled break zones across youth hangouts, we want to communicate to the youth that these ‘break zones’ not only serve as a break for them but the environment too. This initiative is the first step in our commitment and journey toward sustainability. Meanwhile, we intend to keep having more conversations and actions around it.” Says Rupali Rattan, Head Confectionery Business, Nestlé India.
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The Campaign
The Breaks for Good was observed on social media with the campaign launch on the official KitKat media pages.
Commenting on this initiative, Rahul Chaudhary, director of Ricron Panels, said,
“As a leader in innovative plastic waste recycling, we are proud to be associated with Kitkat. As we use our expertise to make these recycled plastic benches. This collaboration shows how post-consumer plastic waste can be part of the circular economy when stakeholders across the entire value chain work together.”
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This is not the first time KitKat has launched an impressive campaign while raising environmental awareness. Previously, KitKat installed giant boards with hanging hammocks reminding the customers to ‘Take a Break’ – the slogan which always reminds us of KitKat.
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