KitKat’s Recent Campaign Takes ‘Break’ A Bit Too Seriously

KitKat is famously known for their slogan, “Have a break, have a KitKat.” The brand has used their slogan in yet another OOH campaign. In this campaign, you can see a red banner that has the slogan printed on it. However, in place of break, it has an empty space where they have tied a hammock.

Equating lying on the hammock as a break, the brand reminds its target audience of its slogan.

While we acknowledge that this is a creative way of conveying the message, the question stands is it iconic that people in workplaces or educational institutions would be daydreaming about KitKat? Not to forget, these are covid times. Considering this message will not leave any permanent or semi-permanent imprints on the mind, it should at least serve the purpose of short-duration breaks. But is it recommended to use that hammock if someone else has used it before you? What are the chances that they sanitized it after getting off?

Maybe resharing it on social media would bring a smile or two but that’s about it. If it was going to serve this purpose only, maybe they should not have made it out to be OOH but rather a digital campaign.

While we decide which platform was better, “Have a break, have a KitKat,” on that very same hammock.

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