A good brand slogan has no expiration date. And that is precisely what it possesses Kitkat with “Have Break“(” Take a respite “), an intergenerational motto that worked both in the late 50s to reference the product, as well as to call against the mobile phone addiction.
The brand encourages consumers to put aside the smartphone screen and rest from so much digital stimulus
This is the concept of “Phone Break”the new advertising campaign of the chocolate brand, devised by VML Prague, which encourages consumers to put aside the smartphone screen to buy a kitkat and rest from so much digital stimulus. Its objective, they explain in a statement, is to highlight the time we spend with screens, from a light and consistent approach to the brand.
“The average human being spends four hours a day hunched to get dumbfounded in a small bright rectangle”, Says Kitkat in the campaign video. The piece plays with the concept of addiction, replacing mobiles of people out of work, having dinner in a restaurant or left with friends, by kitkat that incorporate that “respite”.
“Phone Break” emerged as the winning concept of an internal VML presentation with more than 400 proposals, thanks to the link that proposed between Kitkat’s slogan and an execution of pieces that They work their meaning without showing it explicitly. The brand coexists in addiction spaces, projecting family scenes in which consumers see themselves and infer the message.
“This campaign feels faithful to Kitkat’s story with her cheerful marketing style, and helps the slogan of the brand, which has been a fixed element for almost 70 years, feels cooler than ever than ever“explains Vojtěch Kubricht, Marketing Manager of Kitkat CEE.
And in the same sense Mauro Fardin, executive creative director of VML Prague, highlights the Atemporal value of brand positioning. “Donald Gilles created in 1957 ‘Have Break, take a kitkat’, an invitation to disconnect. He did not imagine that in 2025 we would be a world attached to the screens, struggling to take a real breath. Maybe now, more than ever, we need that reminder”
According to the brand, studies indicate that 91% of people who disconnect the Internet from their mobiles for two weeks feel better. A powerful concept which has allowed the entire campaign to be lost without losing sight of the power of the slogan of the brand.
“Phone Break” will be activated throughout April In different exterior supports in the Czech Republic. In this way, Kitkat will carry its message of technological disconnection to advertising fences and subway stations.
