KitKat, one of the best-loved chocolate bars is celebrating its 85th birthday this year with a campaign that launched a few days ago.
The confectionery, which launched in 1935, was voted the UK’s fifth favourite chocolate bar earlier this year. It has one of the most recognised and memorable catchphrases in the world.
Now, to celebrate its 85 years of giving people a break, KITKAT is giving its ‘Have a break, have a KitKat’ catchphrase a well-deserved break of its own – and KitKat fans can win a luxury three-and-half day holiday (an 85-hour break to be precise) if they can dream up a temporary replacement tag line.
The slogan is, itself, 63 years old, having first been dreamt up in 1957. But it’s having 10 days off and the general public is being asked to devise an alternative as part of a huge social media competition with the hashtag #ABreakForHaveABreak being launched.
Wunderman Thompson, the agency behind the idea, has also created an AI online slogan generator as part of the campaign to help fans of the brand come up with the best soundalike slogans for the competition.
The campaign highlights that KitKat will make its most recognisable brand asset, the “Have a break, have a KitKat” line, even stronger by inviting people to have fun with it while the slogan has a break – before it returns refreshed, renewed and stronger than ever.
At the end of the competition, Jeremy Bullmore, the legendary creative who joined J Walter Thompson London in 1954 as a trainee copywriter, three years before the iconic KitKat line was coined in 1957, will help the brand pick the best temporary soundalike slogan.
The ultimate winner will be treated to an 85-hour break of their own, with a luxury hotel stay for two, compliments of KitKat. Where? Well, we guess that may depend on where the winner comes from.