When you are in need of a break, everything affects you more than it should: you are more emotional, stressed, sleepy, irritable, etc. You know you need to snap out of it and everyone has their own way to “break”. KITKAT has long been associated with breaks because of its enduring “Have a Break, have a KITKAT” campaign.
However, the way we “break” has changed over recent years. Breaks used to be quite structured, like the daily 3pm coffee break, but now they are more flexible occurring throughout the day, e.g. a quick check on Facebook in between meetings. These new types of “break” are a short moment of reprieve. When you start to feel tense or sense an overly-dramatic moment creeping up in your day, KITKAT is here to help you snap out of it. Having a KITKAT will break the tension and shift your perspective with a much-needed reprieve so you can get back on track.
KITKAT wants to stay relevant to people taking these new kinds of ad hoc breaks. We need your creativity to imagine what KITKAT could do to really delight people with a memorable, engaging and unique every-day break experience. Can you help create a memorable and engaging every-day break experience to make people love KITKAT!
Good luck !