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Nestle Rowntree is pledging £48m over five years to support Kit Kat Kubes, the latest variant of its bestselling brand. Available from mid-September, the bite-sized chunks will be packaged in a variety of bagged formats and promoted through a TV ad campaign by J Walter Thompson, breaking on October 1 and running for four weeks. The strapline will be 'Have lots of little breaks'. The ad features actor Jason Statham, who has starred in previous TV executions, including the 'Britain's Biggest Break' campaign. With a spend of £10m, Nestle estimates that 96% of the UK population will see or hear the campaign. Nestle hopes to capitalise on the 'guilt factor' associated with chocolate by offering the option of eating a little bit at a time through the day. Media is by MindShare.