Why KitKat never actually had a ‘break’
Learn more about KitKat’s unofficial Zoom advertisement which went viral on Twitter:
You can’t have missed it. It was quite literally everywhere on LinkedIn & Twitter. And no we’re not talking about the launch of our new blog page (welcome by the way 👋 ), we’re talking about the creative marketing piece done my Sam Hennig as an (unofficial) KitKat ad for One Minute Briefs. It was pretty immense and rightfully so, gained huge traction across social media. But there’s a weird hypocrisy about it, and here’s why…
Brand consistency
The term “Have a break, have a KitKat” was coined back in the 1950’s. And it’s been pretty non-stop since. So much so that their new campaign which showed a KitKat blocked out as an hour meeting in a day of full of zoom calls, didn’t even need the use of language to portray the message that we’ve all been consuming for over 60 years. It was just so clear.
We’ve developed a huge brand association to the narrative, that it’s become second nature to see KitKat, naturally, as a break, coupled with the sleek design, it was timeless. The same principle applies to the infamous McDonalds whistle that your weird mate does when they’re hungry, but we won’t go into that right now… The message has been drilled into us as consumers so effectively, over and over (yes, without a break) that we digest a design like the below, almost instantaneously.
Credit: Sam Hennig
So it’s just repetition?
Not quite. If only it was that simple. There was huge context and relatability to the design that spoke to the emotional cues we are all feeling during this time. A Marketeers main goal is to create emotion, right?
Zooms meeting are consuming both our work and social connections right now. Work-life-balance has never been as cloudy and wellbeing is a key point on the agenda of most meetings. We know it’s necessary to switch off, move away from the laptop screen and take a break. The ad is literally voicing everything we’re noticing and feeling amongst society, without even saying it?
It’s a huge win as far as KitKat are concerned, and they even took to Twitter to post about it. Hopefully someone gives Mr Hennig a bloody good pay rise, or better yet maybe a day off…?
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