Global confectionery brand KitKat owned by Nestlé, launches new “Break Better” campaign to remind people to take a break.
Created with agency VML, the 30 second film, which is set to the iconic Queen anthem “I want To Break Free”, tells the story of an overwhelmed office worker who leaves his desk to go outside for a well needed break from the daily grind.
On his way out he is burdened by countless reminders, colleagues, office supplies and tasks to do.
His relief comes when he unwraps a classic four-finger KitKat on the bench outside, causing all the distracting notes and demands to fall away.
The film ends with KitKat’s famous tagline which has become synonymous with the brand and has been adapted to different markets and languages, demonstrating its global reach and appeal.
Marketing Lead for KitKat UK & Ireland, Stephanie Scales, said:
“We’re incredibly excited to see what people think of our new ad campaign which is set to the world-famous track ‘I Want to Break Free’ by Queen.
What we’ve found is that even when we take a break, we still find it hard to disengage from distractions like the to-do list and group chat messages. We want people to be able to take better, uninterrupted breaks. This is brought to life in the campaign by seeing someone who is trying to take a break but finds their daily tasks and various office supplies sticking to them as they try to leave the room.
The campaign is built on the fact that we know people are taking breaks, it’s the quality of them that needs to be better. We’ve been pushing for people to Have a Break, Have a KitKat for decades. This campaign builds on that by championing better, uninterrupted breaks.”
The advertising campaign across the UK on TV, video on demand, out of home, social media and in stores across the UK & Ireland.
