Break Better

KitKat - a brand renowned for championing the importance of breaks - celebrates the launch of its new global campaign. Building on decades of the iconic tagline ‘Have a Break, Have a KitKat’, the new work recognises that we live in a world that demands our constant attention and how difficult it is to switch off and have a proper break.

Break Better, created by VML, is a fully integrated campaign spanning TV, online video, out-of-home, social and influencer, and will go live across the world, starting with the UK, followed by the rest of Europe, Canada and Australia. The campaign will be further adapted for different countries across the globe.

The hero film at the centre of the campaign sees a man in a bustling office contending with a swarm of paperwork, sticky notes and office tech that cling to him like magnets. Against the backdrop of Queen’s iconic anthem ‘I Want to Break Free’, he walks out of the office in pursuit of a break. The day-to-day paraphernalia only drops to the floor once he opens a 4 finger KitKat and snaps the crispy chocolate wafer bar. The advert ends with the iconic tagline ‘Have a Break, Have a KitKat’.

As we all navigate busy lives, breaks are more important than ever. However, new research conducted by KitKat via Kantar across five markets has shown that while people feel they take enough breaks, just 34% of consumers say they often take breaks that are of good quality.

Whether consumers feel they have less control over their schedule, increasing time pressures, are busy multitasking, or are simply not able to switch off their minds; many are spending their breaks either distracted or interrupted.