To be fair, scouring the entire internet and instantly coming up with cogent, conversational answers to a non-stop stream of questions from around the world, all day every day, does seem like hard work.
That’s the tongue-in-cheek problem behind a new playful digital campaign by Courage for KitKat, which has built much of its brand around the famous tagline: Have a break.
The catalyst for the new stunt was recent research from Google DeepMind, which found even AI performs better if you give it a break. According to researchers, “Take a deep breath and work on this problem step by step,” was the most effective phrasing of a prompt.
Courage connected these dots by giving AI a break, adding "Have a break, then…" to a series of AI prompts. The better, more accurate answers prove that KitKat’s “Have a break” ethos (or in this case “Have 'AI' break”) is resonant even with artificial intelligence.
For now, the discovery is only featured in a video being shared on social and digital channels, boosted by some paid media. But Nestle confirmed that, depending on the response, “Have AI Break” could be extended to other media.
"'Have AI Break' connects one of the most enduring brand platforms in advertising to something deeply relevant in culture,” said Courage co-founder and CCO Joel Holtby. “It’s shining a light on a simple, universal human truth that it doesn’t matter how much things change, we’re always better when we take a break."
“As a brand that has famously stood for breaks for over 85 years, we believe that everyone deserves a break," said a Nestle spokesperson. "And, when we learned that AI [and your responses] can benefit from one, we wanted to let the world know about our discovery.”
While the stunt from Courage—which was awarded the KitKat account by Nestle, along with a handful of other brands, earlier this year—is based on new research, it's not the first time Nestle has used "Have AI Break." In the spring, VML Australia created ads using AI to give their marketing teams a break.
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FAQs
The theory is tested out when AI is asked to summarize Shakespeare's Twelfth Night, with and without the "take a break" prompt, resulting in 78% and 56% accuracy respectively. The campaign succeeds at tying its brand proposition of "taking a break" to the much-in-vogue Generative AI tools.
What is the message of have a break have a KitKat? ›
"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.
What was the old slogan for Kit Kat? ›
The first use of the tagline 'Have a Break. Have a Kit Kat', written by the agency's Donald Gilles, can be traced to May 1957. A year later it was used on the first television spots for the brand and ever since has been a staple of campaigns for the chocolate bar.
Have AI breaks have a kit kat? ›
For 85 years, KitKat has been encouraging humans to “Have A Break.” Now, their world-famous tagline has a new audience: AI. Today, AI is tasked with doing just about everything, from generating heartfelt letters to returning thoroughly detailed research results.
What is the slogan of KitKat chocolate? ›
Consistent Tagline
Since its first commercial appearance in 1958, the tagline 'Have a break, have a KitKat' has never changed.
What is the famous line of Kit Kat? ›
In conclusion, the "Have a Break, Have a Kit Kat" slogan has been an important part of the Kit Kat brand since the 1950s. It has helped to make Kit Kat one of the world's most popular chocolate bars, and has become a beloved part of popular culture.
What does the Kit Kat symbolize? ›
This name closely resembles the phrase kitto katsutoo (きっと勝つとぉ), meaning 'you shall surely win'. In Japanese, kitto mean 'surely' or 'certainly' and katsu means 'to win'. For this reason, Kit-Kats are given to students not just as treats, but as good luck charms before important exams.
Did KitKat change their slogan? ›
In 2004, Nestlé UK used the slogan "Make the most of your break", but later returned to the original slogan. The United States also used the short-lived slogan, "Tastes So Good, You'll Roar", in the early 1980s.
What is Kit Kat slang for? ›
[rhy. sl.; kit-kat = prat n. 1 (5)] a fool, a general term of abuse.
Have a break, have a KitKat strategy.? ›
KitKat's slogan invites people to give themselves a sweet break with KitKat bars. The marketing strategy of KitKat focuses on the use of a consistent tagline, the promotion of diverse, unique flavors, and the aggressive use of social media. KitKat employs a balanced marketing mix.
Proper Consumption of the Kitkat (or PCK) verse 66:66 tells us that thou shalt not consume the kitkat without breaking the wafers. Just kidding, nobody cares if you break the wafers or not. You can eat KitKats any way you like.
Why does Japan love KitKats? ›
Marketing. Marketing for Kit Kats in Japan is believed to have benefited from the coincidental false cognate with "Kitto Katsu", a phrase meaning "You will surely win" in Japanese. Some market research has shown that the brand is strongly correlated to good luck charms, particularly among students ahead of exams.
Why is Kit Kat being recalled? ›
Nestle recalls mini KitKat bars over potential plastic contamination.
Is KitKat owned by Nestle or Hershey? ›
In the US, Kit Kat is sold by Hershey. In the rest of the world, Nestlé's in charge. That means different flavors across the globe, and different recipes — even two versions of a dark chocolate Kit Kat, Hershey's and Nestlé's, don't taste the same.
Why is KitKat named KitKat? ›
This delectable snack consisted of layers of wafer cake, covered in creamy milk chocolate. Fast forward to now, and we all know and love it as Nestle KitKat. This somewhat simple name was derived from the Kit Kat Club, an exclusive 18th-century club for the elite in London.
What is the slogan of M&M chocolate? ›
The company's longest-lasting slogan reflects this: "the milk chocolate that melts in your mouth, not in your hand."
What is the story behind the Kit Kat Club? ›
Founded in the late 1690s by London bookseller Jacob Tonson, utilising the premises and consuming the food of pie-maker Christopher Cat, the Kit-Cat Club evolved into a club with a cast of prominent members of the cultural, political and social circles of the time.
What does Kit Kat mean in love language? ›
KITKAT: Kiss in Time, Kiss at Time. PERK: Perfect Emotional Romantic Kiss.
What is the meaning of Kit Kat chocolate? ›
However, Nestle also says that the “name first appeared on a boxed assortment of chocolates that Rowntree's made during the 1920s.” That name officially came from an 18th century Whig literary club titled after a man named Christopher Catling—or Kit Cat. It sounds like that might be the real origin of the Kit Kat name!
Have a break, have a Kit Kat strategy.? ›
KitKat's slogan invites people to give themselves a sweet break with KitKat bars. The marketing strategy of KitKat focuses on the use of a consistent tagline, the promotion of diverse, unique flavors, and the aggressive use of social media. KitKat employs a balanced marketing mix.
