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In our 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.”

JWT London thought KitKat was the perfect fit because of its “Have a break, have a KitKat” brand equity. Within 30 minutes, the JWT London social media and creative teams created an image of a candy bar snapped into a 45-degree angle with a piece of pithy copy and sent out the tweet. A great example of nimble creativity at its best.

The tweet exploded in popularity garnering 100 retweets in the first 10 minutes. It has now been retweeted over 28,000 times, favourited over 13,000 times and it won the brand a few thousand followers. To compare, Oreo’s famous “You Can Still Dunk in the Dark” tweet sent when the lights went out at the 2013 Super Bowl only reached about 15,000 retweets and 6,000 favourites.

JWT London followed up with a second tweet: “So what else bends or #breaks?” which includes a link to a KitKat Tumblr account where you decide what bend or break.

This isn’t the first time JWT London successfully used real-time marketing. Earlier this year, KitKat challenged Oreo to a game of Tic-Tac-Toe and, in 2012, the brand shot a social video responding to Felix Baumgartner’s skydive.