Believe or not, Kit-Kat was in the doldrums a couple of years back. This was our attempt at Lowe to wrest the account from JWT and revive its fortunes. Using the phrase ‘Breaking News’ seemed a no-brainer for this populist product, as did the notion of making the whole presentation look like a British ‘red-top’ tabloid. But Nestlé, being the loyal client that it is, kept the account at JWT. We did, however, use the presentation (with small changes) to win the business in other European markets, notably Poland and Russia.