2023-09-18 07:48:03
If at least once in your life you have forgotten the password to access one of your accounts or devices, then you will surely identify with the latest signed commercial Kit Kat.
Playing on its famous slogan “Have a Break”, the brand owned by the Nestlé group encourages people not to let modern digital problems interrupt their days.
In the new commercial, a guard at the drawbridge asks a knight: “Password? Don’t you remember her? What was the middle name of your first pet? What’s your favorite genre of rock?”
The knight, waiting at the entrance, struggles to answer the questions and decides to take a break with KitKat.
With this campaign, the brand wants to encourage people to move away from “technological frustrations”, take a moment to reflect, reset, and return with a renewed perspective. Of course, what better way to take a break than to treat yourself to a delicious KitKat bar?
«At KitKat we’ve been advocating for breaks for over 85 years, and our new campaign is no exception. In today’s fast-paced world, we all face constant demands to do more and be more, which is why taking a break is more important than ever” he has declared Stephanie Scalessenior brand manager at KitKat.
KitKat compares the ancient and the modern, narrating a contemporary technological problem within a medieval context, and to win over fans it does it in its own way: in a fun way.
The ad appeared on several television broadcasts, video on demand, social media and out-of-home, as early as August and will remain on air until the end of November 2023.
The historic KitKat slogan
The name KitKat was registered as a trademark in 1911 in the United Kingdom and, for a short time, was used for a brand of boxed chocolates. The product in its current form was first sold on August 29, 1935, initially under the name “Chocolate Crisp”.
The idea of a factory worker H.I. Rowntreewas to create a sweet “hunger breaker” that was practical and tasty at the same time.
Within two years, the bars’ popularity grew fast, and soon George Harristhe Marketing Director of Rowntree, proposed to associate the product with a shorter and more immediate name. It seems that the new name was inspired by the “Kit-Cat Club,” a London cultural club founded in the 18th century, still in vogue in the 1920s, frequented by politicians, writers and even Rowntree employees. KitKat – Chocolate Crisp was born: the snack was immediately associated with the idea of a “break”.
The KitKat name and branding were introduced on packaging in May 1937, along with “Chocolate Crisp”, which was later dropped from the packaging in 1949.
Initially launched in a red and cream livery, the wrapping was changed to blue and cream in 1942, when it was produced with a dark chocolate coating due to milk shortages during the Second World War.
The red and cream wrapping made a comeback in 1947 along with the standard KitKat product with milk chocolate. The first use of the word “break” in association with communication of the brand dates back to 1937.
Present on the market in multiple formats and flavours, today KitKat is one of the most famous snacks in the world and owes its fortune also to the famous slogan “Have a Break, Have a KitKat” invented in 1957 by the English advertiser Donald Gillesof the agency J Walter Thompson.
A year later it was used in the brand’s first TV commercials and has been a staple of chocolate bar campaigns ever since.
How can we not forget the irreverent commercials broadcast in Italy between the 80s and 90s which expressed the original slogan as “Take a Break, Break with KitKat”:
The famous chocolate in 2020 reached a finish line significant, turning 85 years old. Despite the passage of time, KitKat continues to prove that his soul is younger than ever.
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