JWT London's KitKat #Bendgate Tweet Trumps Oreo's 'Dunk In The Dark'

In the advertising world, timing is everything. And in the wake of iPhone6’s #Bendgate, which broke following reports of the new handset accidentally bending, KITKAT was one of the first brands to leverage the news with a well-timed and witty tweet: "We don't bend, we #break.”

The tweet has exploded in popularity over just one day, garnering 20,000 organic retweets and over 9,000 favourites. It is now much bigger than Oreo Dunk in the dark which gathered about 15,700 retweets and 6,500 favourites.

KitKat pushed the campaign further last night with another tweet: “So what else bends or #breaks?” The post includes a link to a Tumblr account, where you can decide what bends or breaks.  

The KITKAT reply, created by JWT London, is a great example of nimble creativity at its best.