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Nestlé brand KitKat just launched a hilarious new campaign reminding everyone of the importance of taking a well-deserved break.
Made together with global creative agency VML, the "Break Better" initiative is marked by a 40-second spot that follows the day of a stressed-out office worker as he steps out of his workspace to take a breather.
The latest efforts recognize the realities of our world, and how difficult it is to have a proper break amidst life's pressures, capitalizing on its popular tagline in the process.
Have a break, have a KitKat®! 🍫
— KITKAT (@KITKAT) September 2, 2024
According to the brand's press release, the campaign is based on research conducted by the brand via Kantar, only 34% of consumers believe the breaks they take are of good quality.
This is due to the lack of control they have over their schedules, as well as the inability to switch off their minds when they decide to have that sweet break.
The snack company hopes to tackle this through its campaign, hoping to encourage its consumers to spend their breaks stress-free and uninterrupted with KitKat.
Nestlé KitKat Global Lead Chris O'Donnell expounds on this, speaking about KitKat as the brand "that owns breaks for over 80 years."
According to the global lead, the company needed to find a way to resonate with the pressures young people face today, and "not just champion the importance of taking breaks, but to help the world break better for years to come.
Last week, KitKat teamed up with the addictive game Candy Crush as its perfect partner for breaks, giving away one hour of unlimited lives in selected regions.
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VML U.K. Executive Creative Director Tom Drew adds to this, saying that a decent break always comes from one's ability to fully disconnect.
"It’s been so much fun to bring this idea to life across such a broad range of channels and in such a playful way. It’s safe to say, the whole team are now enjoying a well earned, proper — break," he shared.
"Break Better" exemplifies the importance of brand research in marketing campaigns.
By finding out the problems and habits of its target audience, KitKat is able to better understand them. In turn, the brand creates a campaign that's relatable and can emotionally resonate with them.
The Secret to A Quality Break
Set to the tune of "I Want to Break Free" by Queen, the 40-second spot kickstarts in the office, where we see a man visibly startled by a pile of papers on his desk and the sound of his work notifications.
Because of this, he decides to take a break. However, a laptop, a whiteboard, sticky notes, and office tech start to cling to him like a magnet, following him out of the office.
With tons of materials attached to him, he decides to rip open a pack of KitKat and snap the chocolate-covered wafer bar, which then causes everything to drop to the floor.
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The man breathes a sigh of relief, finally enjoying his break in peace.
However, he is later joined by another man seeking to take a break — this time, with traffic cones, pipes, and other tools glued to him.
The office man offers him a bar of his KitKat, as the spot ends with the brand's iconic tagline: "Have a break. Have a KitKat."
Previously, the Nestlé brand teamed up with Heinz to capitalize on the viral trend of combining ketchup and chocolate.
Editing by Katherine 'Makkie' Maclang
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