Iconic British treat KitKat has this week launched a new brand campaign to celebrate its iconic “Have a break, Have a KitKat” strapline, with a stripped-back out-of-home campaign.
Developed in partnership with creative agency Wunderman Thompson, the assets highlight how instantly recognisable the tagline is by only using its first five letters in the creative (“Have a…”).
First rolled in 1957, the slogan has become an ever-present in British pop culture – an aspect that the brand used to great effect in a D&AD award-winning campaign ten years ago.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
’10 years from the first half-finished billboard, the KitKat slogan is stronger than ever. Even though we’re depicting the copywriter having a break, we certainly won’t be taking one ourselves – even after 66 years, there are still so many stories we can tell for our brilliant KitKat clients,” Wunderman Thompson UK executive creative director, Tom Drew said.
In a survey run by Wunderman Thompson, the agency found that well over half of respondents could name not only the brand, but also the full message.
KitKat senior brand manager, Stephanie Scales added: “KitKat has famously encouraged people to have a break for decades, and this poster took that one step further, encouraging people to have a break without explicitly saying it. All it takes is five letters to communicate one legendary message.”
