KitKat has been positioned in the territory of pauses for decades, encouraging us to take a break globally and in multiple ways. Your invitation now even extends to outdoor advertising with the new marketing action that the Nestlé brand has developed in Prague, with the help of the creative agency VML Czech Republic.

KitKat wanted to transfer the pause that gives the enjoyment of its product to the advertising supports distributed on the streets of the Czech capital, and has turned them into access points to participate in a great contest and get the chocolate bars and the brand’s official merchandising.

As part of the campaign, graphics have been created with simple geometric designs in white, black and gray that are reminiscent of the patterns found in QR codes. Following the instructions offered by KitKat through its Instagram profile, users had to look for the mupis and marquees with these creatives, photograph them and upload them to a website enabled for the occasion.

The first one hundred to do so would receive a message with details to pick up a pack with a tote bag, socks, a notebook, a sleeping bag and KitKat chocolates. At the time of publishing this article, the website indicates that the planned 100 product packages have already been distributed.

The initiative has been amplified in collaboration with influencers and content creators, who have transferred the KitKat initiative to their communities and encouraged their followers to participate in the contest. Also, in contrast to the usual frenetic pace of cities, they have remembered the importance of taking breaks and taking breaks for physical and mental well-being.

The campaign has also been promoted in print media, as shared by Jake Barrow, Creative Director at VML Czech Republic, via LinkedIn. Regarding the action, he points out: “Once again, it is the strength of the KitKat brand that allows them to participate in cultural moments like this”.

The agency explains that the creative concept of the strategy arose from observing that some outdoor advertising media showed patterns similar to those that are part of the campaign when they do not have advertisements. “We thought they must be on vacation”; they have pointed out on social networks. “A city with unused displays inspired us to offer people a great opportunity to relax, following the iconic motto: Take a break, have a KitKat“.