13/12/2023
Write a caption... Have a break…
Most of us must have unconsciously completed the sentence “Have a break, have a KitKat!”
This is the connection and engagement the brand has established and sneaked into our daily vocab.
The award-winning DOOH campaign has gained brand equity and headspace.
Our takeaways from this brand campaign
The word “Break” is cleverly positioned so that we tend to play around with it, look for it, and resonate with it.
The deliberate use of “Have a |” stopped people from actually taking a break, pausing, and connecting with the ad. The ad has no logo or any prominent CTA, all it has is perfectly used brand colors, and a teaser that makes you take a BREAK!
The ideation of the product design also connects deeply with the word break. Anyone who wants to have a KitKat will keep aside whatever they have at hand, use both their hands to break off one part, and eat.
In the hustle-bustle of our daily lives, where we forget to pause, KitKat comes as a savior where it says, breaks are good, just take one now.
The crux of the campaign was to test the market if people would understand and connect with the brand. This award-winning campaign caught immediate attention, people stopped by to take photos and videos, completed the sentence, talked about it and the campaign gained a lot of traction and brand recall.
Going brave and testing the market is the play KitKat did and they got it right.
Let us keep the inspiration on and be brave to build our brand gradually, consciously, and mindfully!