KitKat has been championing the importance of having a break for decades, with Have a Break, Have a KitKat adverts that often seized moments in culture and always made people smile. Now, with the world even more demanding of people’s attention and a proper break is even harder to achieve, KitKat has stepped in to encourage people to Break Better.
The campaign by VML leads with a 40-second spot in which KitKat’s classic sense of humour is tempered, allowing need to come to the fore. New research conducted by KitKat via Kantar across five markets has shown that while people feel they take enough breaks, just 34% of consumers say they often take breaks that are of good quality.
“KitKat has been the brand that owns breaks for over 80 years, but we needed to find a way to resonate with the pressures on young people’s lives today. We want to not just champion the importance of taking breaks, but to help the world break better for years to come,” stated Chris O’Donnell, global lead, KITKAT at Nestlé.
The full campaign covers TV, online video, out-of-home, social and influencer, and will go live across the world, starting with the UK, followed by the rest of Europe, Canada and Australia. The campaign will be further adapted for different countries across the globe. Whether people feel they have less control over their schedule, increasing time pressures, are busy multitasking, or are simply not able to switch off their minds; many are spending their breaks either distracted or interrupted. The wider campaign brings this insight to life, highlighting areas in our lives where our breaks are interrupted. Out-of-home interrupts KitKat’s iconic endline while social executions, in collaboration with creators and influencers, demonstrate interruptions that come up in their own lives.
“A decent break always comes from an ability to fully disconnect. It’s been so much fun to bring this idea to life across such a broad range of channels and in such a playful way. It’s safe to say, the whole team are now enjoying a well-earned, proper – break,” commented Tom Drew, executive creative director at VML UK.
Credits:
Client: Nestlé [KitKat]
VP & Global head of KitKat: Chris O’Donnell
Global Strategic Marketing & Communications Lead, KitKat: Wael Jabi
Consumer Insight Specialist: Laura Pass
Agency: VML UK
Global CCO, Innovation: Bas Korsten
Chief Creative Officer: Ryan McManus
Executive Creative Director: Tom Drew
Creative Team: Will Simpson & Rowan Hopkins
Creative Team (OOH): Niraj Zaveri & Justin Ebert, David Adamson & Richard Prentice
Senior Copywriter: Rick Ardito
Global Chief Strategy Officer: Neil Dawson
Chief Strategy Officer, EMEA: Anna Vogt
Strategy Director: Dan Tendler & Joao Caputi
Strategist: Feranmi Akintola
Global Client Lead: Inge Selawry
Network & Operations Lead: Loren Hargreaves
Managing Partner: Tim Boxall
Business Director: Vicky Marlow
Senior Account Manager: Keara Voigt
Project Director: Katie Oldfield
Senior Project Manager: Hayley Langton
EMEA Chief Social Officer: Christina Miller
Social Media Managers: Sarah Whiley & Julia Strong
Production: Hogarth
Global Client Managing Director: Marina Klug
Business Director: Louise Smith
Account Director: Alexandra Parker
Senior Producer: Manuela Franzini
Production Assistant: Abraham Elton
Post Producers: Rachel Archer, Annika Gustavsson & Alex Plantin
Audio: Sam Cross
Grade: Ben Rogers
Flame & VFX: Mark Beardall, Ozgur Yigit, Ksenia Usenko, Parry Lam
CGI & Senior 3D Artists: Jason Martine, Chris Barralet
CGI Supervisor; Andrew Gould
Motion Graphics: Luis Pedro
Editing: Matt Pochettino @ Marshall Street Editors
