The break for those who are not on a break.
It is the approach that KitKat has made in its latest advertising campaign, which turns the avalanche of “out of office” emails typical of dates like Christmas in an advertising opportunity.

Together with the Publicis Middle East agency, KitKat has transformed this work frustration into a moment of potential fun with “Auto Reply Break”. Through clever automated replies, senders can not only apologize for their absence, but also encourage making the recipient of the message smile and buy them a KitKat, offering workers still in the office a well-deserved break. The campaign also presents a nostalgic feel through ads created in email using ASCII art.

“Out of office” responses are often a source of frustration for those who are still working. We saw an opportunity here to transform these emails into something fun”says Deniz Yamanel, Executive Business Director of Nestlé. “KitKat has always been synonymous with breaks in the workplace since 1937. This initiative offers better breaks for people working during the holiday period. It’s our way of saying that whether you’re out of the office or at your desk, remember to have a KitKat.”

For her part, Bana Salah, Creative Director of Publicis Middle East, comments on this idea: “It’s not every day that you find a new space in the media for your brand to take over. These emails are the perfect place for KitKat to promote a break, particularly during the holiday season, when those who really need a break are the employees who are still in the office while their colleagues are away.”

More info: KitKat OOO