Passion points / Berry also noted of The KitKat Kit campaign that the brand chooses to activate around areas that it identifies as intense and dedicated with fanbases, ‘We wanted to uncover a passion point with a built-in need for a break, rather than creating something artificial, we wanted to start with something that felt authentic and real, where KitKat had a right to speak.’įor the Giving Gamers a Break campaign, agency Wunderman Thompson claims that Fifa is the leading gaming title among 25- to 35-year-olds in Malaysia, making it an ideal opportunity to engage such a fanbase.

The “Have a break” asset is a vital weapon in keeping KitKat top of mind.’ That is one of its key challenges, to keep leveraging this old line and reinventing it. You’ve got to give people a philosophy to buy into, that is why KitKat is so powerful. There is this sense of needing to fight for your right to exist.

Have a KitKat” is so important when your brand has so many other lookalike products and supermarket owned substitutes who are trying to muscle in. Speaking to Contagious in 2020 about the The KitKat Kit campaign, Jason Berry, creative director at Wunderman Thompson, London, said: ‘The equity of “Have a break.

New breaks / KitKat mentions in the case study video that the brand has been using the iconic ‘Have a Break, Have a KitKat’ brand platform and creative springboard since 1958, over which time the four-fingered chocolate and wafer bar has created many fun and entertaining iterations of that slogan.

Kit kat take a break