KitKat debuted at Rock in Rio 2022 with the theme "Let’s Rock The Break!" as a high-energy activation to enhance its brand's signature “break” experience. The chocolate brand rolled out exclusive perks, activities, and limited-edition flavors for festival attendees.
Among the highlights were two new KitKat flavors available only at the event, along with various branded giveaways. KitKat’s presence was further amplified through a collaboration with Brazilian pop singer Jão, who performed an exclusive track titled "Let’s Rock The Break.” This single announced KitKat’s sponsorship and set the stage for multiple promotions, social media content, and event-related activities.
The brand also made sure that festival-goers were engaged through special activities around its booth, interactive games, and a prime view of the main stage, solidifying KitKat as a major part of the Rock in Rio experience
