“Have a break” Campaign by Kit Kat | Zebracat (2024)


“Have a”. Do you recognize this? If you see this on a billboard, can you tell which brand it is without any logo whatsoever? This is what Kit Kat is trying to do with its latest campaign. In this blog post, we will take a look at this campaign, its video and a few key takeaways! Also we will review the history behind Kit Kat’s long standing tagline: “Have a break, have a Kit Kat.”

What is it about?

KitKat has partnered with Wunderman Thompson UK to create a unique digital out-of-home poster featuring only the first five letters of its iconic slogan, "Have a Break, Have a KitKat." The poster, set to go live at the O2 Arena in London, demonstrates the power of a consistent brand message, with over half of respondents in a Wunderman Thompson UK survey recognising and understanding the brand message conveyed by the five-letter poster. The campaign aims to promote KitKat's brand message creatively and innovatively to the confectionery and snacks industry.

Campaign Video

Here is the video for this amazing campaign! In this video, people are asked if they recognize the text and if they can guess whose brand is it!


Source: Ads of the World

Agency: Wunderman Thompson UK

Global Chief Creative Officer: Bas Korsten

Executive Creative Director: Tom Drew

Senior Copywriter: Kell Lunam-Cowan

Senior Art Director: Chris Jones

Global Client Lead: Inge Selawry

Business Director: Sam Brooks

Key Takeaways

1. Consistent Brand Message

The power of a consistent brand message cannot be underestimated. KitKat's "Have a Break, Have a KitKat" tagline has been in use for over 60 years, yet it remains widely recognized and understood today.

2. Creativity as a Weapon

Creativity and innovation are essential for standing out in a crowded market. Wunderman Thompson UK's use of a unique digital out-of-home poster that only features five letters is a creative and eye-catching way of conveying KitKat's brand message.

3. Market Research

Market research is crucial for understanding the effectiveness of a campaign. Wunderman Thompson UK's survey showed that more than half of respondents not only recognised the brand but also understood the brand message conveyed by the poster. This demonstrates the importance of conducting market research to gauge the impact and success of a campaign.

4. Brand-Agency Partnerships

Partnerships between brands and marketing agencies can be highly effective for achieving marketing goals. KitKat's collaboration with Wunderman Thompson UK resulted in a campaign that effectively promotes the brand and its message to the confectionery and snacks industry.

KitKat Tagline

"Have a Break, Have a Kit Kat" is a famous tagline that has been used by KitKat since 1957. The slogan is based on the idea that taking a break is important for mental and physical well being. The brand encourages consumers to take a break and enjoy a KitKat bar as a way to unwind and recharge. The tagline has become so popular that it is recognised around the world, and it has been used in various marketing campaigns over the years.


The KitKat "Have a Break" campaign demonstrates the power of a consistent brand message, creativity, and brand-agency partnerships. The unique digital poster featuring only five letters of the iconic tagline showcases the brand's commitment to promoting mental and physical well-being through the simple act of taking a break.

“Have a break” Campaign by Kit Kat | Zebracat (2024)


Have a break have a KitKat marketing campaign? ›

'Have a break, have a KitKat' was introduced in 1957 in London by Donald Gilles, an employee at JWT London advertising agency. KitKat's slogan invites people to give themselves a sweet break with KitKat bars.

What is the message of have a break have a KitKat? ›

The meaning behind the 'Have a break, have a KitKat' slogan is that the KitKat bar brings customers the enjoyment of a short break from their long working days. Being simple and easy to understand, KitKat's slogan invites people to give themselves a sweet break with KitKat bars.

What is the break saying for KitKats? ›

The commercial featured an animated jingle, with the words "Have a Break, Have a Kit Kat" repeated several times over a catchy tune. The ad showed people from all walks of life taking a break and enjoying a Kit Kat, reinforcing the idea that the chocolate bar was the perfect snack for any occasion.

Did Kit Kat ask AI to take a break in its latest campaign? ›

In a creative move, Kit Kat has asked for artificial intelligence to take a break, drawing inspiration from a Google study that suggests improved AI accuracy when given a break. In their latest ad, "Have A(I) Break," Kit Kat advocates for artificial intelligence (AI) and asks the audience to give it a break.

Who is Kit Kats target market? ›

Kit Kat's target market is both men and women belonging to all age groups. The brand displays itself as “youthful” in nature, and focuses on that segment of consumers who are fond of chocolates, and are willing to indulge themselves in chocolaty snacks.

What is the marketing segment of KitKat? ›

The segmentation of Kit Kat is based on: 2.1. 1 Demographic criteria Nestle segmented the market based on age:  35-54 years old with children of 18 years old and below. Those people are at the same time the providers and the consumers.

What does Kit Kat stand for? ›

Other Kit Kat fans speculate that the name is an acronym for “Keep In Touch, Kappa Alpha Theta.” The wife of Kit Kat inventor Joseph Rowntree was a member of the Kappa Alpha Theta sorority, according to Mental Floss.

What is Kit Kat Love Break Lingo? ›

Kitkat has launched #LoveBreakLingo packs with fun lingo for relationships including best friends, first crush, the cool buddy or the bestie. The packs also have a QR code which allows them to use Whatsapp to send personalized messages using the #lovebreaklingo to anyone they choose to.

What is a single Kit Kat called? ›

You'll never guess what a Kit Kat 'piece' is actually called

“The standard bars consist of four pieces, called fingers, and each finger can be snapped from the bar as an individual piece,” the Hershey Company writes of Kit Kat on the brand's official website.

How old is Kit Kat? ›

The KIT KAT® Bar got its start across the pond in 1935. Originally known by Londoners as “Rowntree's Chocolate Crisp,” the candy was renamed in 1937 to “Kit Kat® Chocolate Crisp.” While KIT KAT® Bars are a global confection, The Hershey Company has produced the candy in the U.S. since 1970.

Why did Rem sue Kit Kat? ›

However, when R.E.M. decided to sue Kit Kat, it wasn't a payday they were seeking but a battle to restore the reputational damage done by the chocolate manufacturer. In 1995, when the legal action took place, R.E.M. were at the height of their commercial powers, and everybody wanted a piece of their pie.

Was Kit Kat during World War 2? ›

During the Second World War, KitKats were made using dark chocolate, and the packaging was blue rather than our iconic red.

What was the failed marketing campaign for Cadbury? ›

The Treasure Island ads encouraged children to “grab your metal detector and go hunting for Roman riches”, but failed to warn that digging without permission is illegal. It suggested a number of sites across the UK and Ireland where “treasure's fair game”.

What do they do with broken Kit Kats? ›

He says: "Some Kit Kats get broken while they're being made, and instead of throwing them out, the company crushes them up and adds sugar. "And that's what's inside of a Kit Kat bar – it's literally crushed up Kit Kats." The broken KitKats are turned into a paste, and is then used to sandwich the wafers together.

What is KitKat Love Break Lingo? ›

Kitkat has launched #LoveBreakLingo packs with fun lingo for relationships including best friends, first crush, the cool buddy or the bestie. The packs also have a QR code which allows them to use Whatsapp to send personalized messages using the #lovebreaklingo to anyone they choose to.

How much does KitKat spend on advertising? ›

Kit-Kat is part of The Hershey Company. They spent under $100 million on advertising in digital and national TV in the last year. They invest in premium ad units and advertised on over 100 different Media Properties in the last year across multiple Media formats. Kit-Kat last advertised a new product in April, 2023.

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