KitKat is encouraging people to take a break from life’s everyday tech frustrations, such as weird security questions, remembering passwords or being added to yet another WhatsApp group, by enjoying one of the chocolate-flavoured snacks.
The campaign will be rolled out across TV, broadcaster video-on-demand, Meta, TikTok, YouTube and out-of-home, with a creative led by a tongue-in-cheek 20-second spot that lampoons the difficulties we all face in remembering our online passwords.
Channeling the confectionery brand’s iconic ‘Have a Break, Have a KitKat’ tagline, the campaign will be brought to life through the use of both long and short-form video alongside standalone assets.
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“At KitKat, we’ve been championing breaks for over 85 years, and our new campaign is no exception. In today’s fast-paced world, we all face constant demands to do more and be more, which is why taking a break is more important than ever,” KItKat senior brand manager, Stephanie Scales, said.
“Through this campaign, we want to encourage people to step away from their tech frustrations, take a moment to reflect and reset and come back with a renewed perspective. And of course, what better way to take a break than by indulging in a delicious KitKat bar? So go ahead, Have a Break, Have a KitKat!”
Running through to November, the creative will spotlight the brand’s tried and trusted positioning as the perfect guilty, yet light treat to take a break from life’s complicated moments.
In June, KitKat repositioned its ‘have a break’ campaign with the ‘world’s first’ AI-powered staring contest, allowing people to go head-to-head in an AI-powered staring contest with animals of all shapes and sizes.
