Eighty-five is pretty old. You deserve a rest on your birthday. That’s what Wunderman Thompson is giving KitKat’s famous slogan, Have a break, have a KitKat.
The global campaign is also inviting people to help the slogan to return “reinvigorated, refreshed and ready to face the next 85 years”.
The Wunderman Thompson campaign promotes a social media competition to help people mark the occasion of KitKat turning 85 in 2020 – and brings KitKat back into the spotlight via its most recognisable asset.
Wunderman Thompson has introduced #ABreakForHaveABreak across social channels, giving KitKat fans far and wide ten days (until October 26) to come up with the best, sound-a-like lines they can while the Have a break line has a well-deserved break.
KitKat is posting daily across Facebook, Instagram and Twitter to stimulate participation. Wunderman Thompson has also created an AI online slogan generator as part of the campaign to help fans of the brand come up with the best soundalike slogans for the competition. KitKat will also reach out on social channels to other brands inviting them to spread the word about the contest.
At the end of the competition, Jeremy Bullmore, the legendary creative who joined J. Walter Thompson London in 1954 as a trainee copywriter, three years before the iconic KitKat line was coined in 1957, will help the brand pick the best temporary soundalike slogan.
The ultimate winner will be treated to an 85-hour break of their own, with a luxury hotel stay for two, complimentary of KitKat.
Bas Korsten, global chief creative officer at Wunderman Thompson, commented, “As a creative I’m honoured and privileged to work for such an iconic brand. KitKat’s advertising history is one of the richest in the world and the relationship we have with the brand is one of the longest in the world. And although, after all those decades, the famous slogan, Have a break, have a KitKat, is getting a well-deserved temporary break, we won’t have a break until we ensure that the next 85 years of KITKAT history is as exciting as the first.”
Credits
Agency: Wunderman Thompson
Global Chief Creative Officer: Bas Korsten
Chief Creative Officer, Brazil: Keka Morelle
Global Creative Director: Chermine Assadian
Creative Directors: Nicolás Romanó, Ana Cavalcanti & Matt Gilmore
Art Directors: Rafael Falco + Rob Bovington
Copywriters: Renato Fernandes + Vinicius Dias + Stephen Webley
Global Chief Strategy Officer: Simon Law
Global Planning Director: Joao Caputi
Chief Data Officer: Jason Carmel
Director of Data Science: Ilinca Barsan
Technology Director: Cole Peterson
Experience Technology Director: Shawn Herron
Head of Digital Production: Julian Poole
Global Client Partner for Nestle: Sasan Saeidi
Global Senior Account Director: Loren Hargreaves
Account Directors: Stefano Paduan
Account Manager: Jayme Neto
Agency Producers: Robert Morgan & Verity de Courcy Norman
Director & Editor Marcus Prado
You might also like
