Introduction

“Have a”. Do you recognize this? If you see this on a billboard, can you tell which brand it is without any logo whatsoever? This is what Kit Kat is trying to do with its latest campaign. In this blog post, we will take a look at this campaign, its video and a few key takeaways! Also we will review the history behind Kit Kat’s long standing tagline: “Have a break, have a Kit Kat.”

What is it about?

KitKat has partnered with Wunderman Thompson UK to create a unique digital out-of-home poster featuring only the first five letters of its iconic slogan, "Have a Break, Have a KitKat." The poster, set to go live at the O2 Arena in London, demonstrates the power of a consistent brand message, with over half of respondents in a Wunderman Thompson UK survey recognising and understanding the brand message conveyed by the five-letter poster. The campaign aims to promote KitKat's brand message creatively and innovatively to the confectionery and snacks industry.

Campaign Video

Here is the video for this amazing campaign! In this video, people are asked if they recognize the text and if they can guess whose brand is it!

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Credits

Source: Ads of the World

Agency: Wunderman Thompson UK

Global Chief Creative Officer: Bas Korsten

Executive Creative Director: Tom Drew

Senior Copywriter: Kell Lunam-Cowan

Senior Art Director: Chris Jones

Global Client Lead: Inge Selawry

Business Director: Sam Brooks

Key Takeaways

1. Consistent Brand Message

The power of a consistent brand message cannot be underestimated. KitKat's "Have a Break, Have a KitKat" tagline has been in use for over 60 years, yet it remains widely recognized and understood today.

2. Creativity as a Weapon

Creativity and innovation are essential for standing out in a crowded market. Wunderman Thompson UK's use of a unique digital out-of-home poster that only features five letters is a creative and eye-catching way of conveying KitKat's brand message.

3. Market Research

Market research is crucial for understanding the effectiveness of a campaign. Wunderman Thompson UK's survey showed that more than half of respondents not only recognised the brand but also understood the brand message conveyed by the poster. This demonstrates the importance of conducting market research to gauge the impact and success of a campaign.

4. Brand-Agency Partnerships

Partnerships between brands and marketing agencies can be highly effective for achieving marketing goals. KitKat's collaboration with Wunderman Thompson UK resulted in a campaign that effectively promotes the brand and its message to the confectionery and snacks industry.

KitKat Tagline

"Have a Break, Have a Kit Kat" is a famous tagline that has been used by KitKat since 1957. The slogan is based on the idea that taking a break is important for mental and physical well being. The brand encourages consumers to take a break and enjoy a KitKat bar as a way to unwind and recharge. The tagline has become so popular that it is recognised around the world, and it has been used in various marketing campaigns over the years. 

Conclusion

The KitKat "Have a Break" campaign demonstrates the power of a consistent brand message, creativity, and brand-agency partnerships. The unique digital poster featuring only five letters of the iconic tagline showcases the brand's commitment to promoting mental and physical well-being through the simple act of taking a break.