Kit Kat's sponsorship of this year's Big Brother had everything going for it. There was controversy over whether the draw was rigged (the ASA later ruled that it was fair), it achieved countless tabloid inches and, more importantly, sales of the chocolate bar soared during the two-week competition period. According to Nestlé Rowntree, retailers with special Big Brother displays recorded an unprecedented sales increase of Kit Kats of between 1,000 and 2,000%. Such was the furore over who would win the chance to become a D-list celebrity that wily entrepreneurs were selling cases of the bars for as much as £1,000 on Ebay. And all this in a World Cup year. It shows that football isn't the only way to consumers' hearts.