With the introduction of Pause Ads, full-screen ads that appear every time viewers pause content, a completely new advertising space was born inside the world’s most popular streaming platform. A space that only exists when people take breaks. For KitKat, that insight felt natural. Because long before streaming platforms monetized pauses, breaks were already our territory. So when Netflix transformed pauses into media, we saw the opportunity to place the brand exactly where it belongs. Not interrupting the experience, but becoming part of it. That’s how KitKat entered Netflix, rewarding people every time they stopped to take a break, and turning every pause into a reminder that any break deserves a KitKat.