For some reason on Fridays, I tend to be more inclined to be creative and to stumble across creative inspiration, and as someone who loves to fuse creativity with technology, the subject of today's Daily Dose of Digital is perfection.
AI Needs Breaks Too: KitKat's Clever Twist on a Timeless Tagline - Expanded with Google's AI Research
KitKat's latest campaign, "AI Needs Breaks Too," is not just a creative masterpiece but also a clever interplay of an iconic tagline with cutting-edge technology. You have no doubt, like me, seen oodles of brands struggle to meaningfully leverage the hype and zeitgeist to integrate "AI" into their narratives, but where they've failed, KitKat's approach shines as an exemplar of authentic and relevant brand storytelling.
The Legacy of "Take a Break"
Before we jump into the techy details, let's take a nostalgic trip back to the roots of KitKat's slogan. The iconic "Have a break, have a KitKat," tagline was born in the 1950s, has been a staple in our collective consciousness, symbolising the much-needed pauses in life. As explored by Creative Review, this slogan has stood the test of time, evolving with the audience whilst retaining its core message.
KitKat and Tech: A Continuing Saga
KitKat's flair for aligning its message with tech trends is not a recent phenomenon. A previous campaign, as highlighted by Campaign Live, humorously addressed our tech grievances, reinforcing the brand's consistent messaging. It's a testament to KitKat's ability to stay relevant across different times and audiences.
The Latest Stroke of Genius: AI Needs a Break
KitKat's recent campaign "AI Needs a Break Too" detailed here, brings a refreshing twist to the conversation around AI. In an era where AI seems to be the solution to everything, KitKat humorously suggests that even AI systems could benefit from a KitKat break.
The ad cleverly shows real usage of the most popular AI tool on the market (ChatGPT), performing significantly better after being prompted by users to take a break, a humorous nod to the brand's long-standing slogan.
Google's Research Backing KitKat's Concept
The genius behind this campaign isn't just creative liberty; it's grounded in research. Google's study, discussed in-depth by Muse by Clio, reveals a fascinating insight: AI systems, like humans, can perform better with breaks.
This research found that AI algorithms, when given intermittent rest periods, showed improved efficiency and reliability. It's a groundbreaking discovery that challenges our relentless pursuit of non-stop productivity, and KitKat Canada cleverly leverages this insight in this campaign.
Why This Campaign Resonates
What makes this campaign a standout is its fusion of playful creativity with a scientifically supported message. KitKat doesn’t just use AI as a buzzword; it integrates it into its brand philosophy that everyone and everything benefits from a break.
The campaign is a timely reminder of our need to disconnect and recharge, presented through the lens of both human and machine experiences.
A New Perspective on AI and Productivity
KitKat's campaign, supported by Google's research, opens up a new dialogue on AI and productivity. It goes beyond the conventional narrative of AI as an inexhaustible resource, suggesting a more nuanced view where even technology benefits from downtime. This perspective aligns seamlessly with the ongoing conversations about work-life balance and mental health in our digitised world.
Celebrating Creativity and New Insights
KitKat's campaign is more than just an advertisem*nt; it's a creative exploration into the parallels between human and AI productivity. It serves as a reminder to brands and marketers about the power of authenticity and research-backed storytelling. As we wrap up another week, let's take inspiration from this campaign to approach trends like AI with creativity, thoughtfulness, and a hint of playfulness. Remember, whether you're a human or a sophisticated AI, everyone deserves a break!
Enjoy your weekend, and don't forget to savour the break! 🍫🤖
