Even the most everyday symbol can become an invitation to pause, as KitKat Canada demonstrates in its latest advertising campaign. The Nestlé brand has transformed the script into a new reminder to take a break, within the framework of its long-standing platform “Have a break, take a KitKat.”
KitKat enters into that subtle allusion to movement or the passage of time
The campaign, designed by the creative agency Courage, is based on what the script represents: the relationship between concepts or entities, such as the space-time binomial, or the expression of intervals, among other things. That subtle allusion to movement or the passage of time is where KitKat comes in with its usual and recognizable invitation to rest.
Thus, he has created a series of pieces in which the symbol is replaced by a bar from his chocolate bar. The graphics, in a minimalist style, relate two concepts, mainly linked to the business or work territory, which are expressed in white letters on a background of the red color of the brand. For example, 9-5, referring to the work day and the possibility of enjoying a KitKat during a break; or YYZ–JFK, connecting the airports of Toronto and New York, and evoking the opportunity it provides to include chocolate in the journey.
The presence of the brand in the graphics is perceived through the chocolate bar and the slogan “Have a break”, which has represented KitKat for decades and is already part of popular culture. With this campaign, the brand is linked to easily identifiable moments, integrating naturally into the routines and culture of modern life.
The brand assures that the campaign builds on its traditional positioning, while finding an innovative way to express what consumers already know and love about KitKat and its product. ““Sometimes the best ideas are the ones that hide in plain sight.”commented Tracey Cooke, Vice President and Director of Marketing at Nestlé Canada, via LinkedIn. “Thank you, Courage, for always finding relevant and culturally innovative ways to make KitKat be, well, KitKat”
For its part, the agency assures that the campaign honors what KitKat has always represented. “‘Have a break, take a KitKat’ was launched in 1958. The fact that it is still valid almost 70 years later demonstrates its durability and versatility as a platform” said Tom Kenny, Partner and Director of Strategy at Courage, through LinkedIn.
The campaign runs on digital platforms, social networks, streaming services, including Netflix, and in outdoor advertising. Activations place the brand and its product in contexts in which people are carrying out activities or moving around, such as playing episodes of a series or taking a means of transportation.
