What is the best way to enjoy a KITKAT? It's a question that has sparked heated debates and memes for years. But the answer is quite simple: your break, your rules. This week, KITKAT Canada is kicking off its national campaign, highlighting the diverse, quirky, and sometimes bizarre ways individuals savor their KITKAT bars. By promoting self-expression, the campaign urges individuals to break away from tradition and savor KITKAT in their own unique way.
The campaign includes two :30 ads demonstrating unique ways to enjoy a KITKAT bar. "Python" shows a man savoring his KITKAT Pops in a style matching his 15-foot pet python, while "Sandwich" portrays a young woman enjoying her KITKAT with confidence and cinematic flair.
The campaign will span digital, out-of-home (OOH), TV, social media and top social and video streaming platforms. To kick off the campaign, KITKAT is offering one creative Canadian the opportunity to see their break ritual featured on street posters across the Greater Toronto Area (GTA) this spring, accompanied by an exclusive KITKAT prize package. During the week of April 22, in collaboration with Canadian social media influencers @MooseBendago and @Veronika_isCool, eligible Canadians can simply snap a photo of their #MyBreak moment and tag @KITKATCanada on social media for a chance to win.
“There's the timeless ritual of open, break, snap and enjoy, but there is no singular ‘right’ way to enjoy a KITKAT product,” says Riona Coller, Marketing Leader, Everyday Confectionery at Nestlé Canada. “Regardless of how you choose to have a break with KITKAT, the enjoyment is guaranteed, but it's your individuality that transforms these moments into something unforgettable. With the #MyBreak campaign, we're thrilled to showcase the diverse ways Canadians embrace their breaks with KITKAT.”
Moreover, to celebrate and engage in breaking away from conventional norms, we will directly address Gen Z individuals from various backgrounds who are redefining norms and embracing their distinct paths of self-expression. This will manifest in dynamic ways across key impactful platforms and immersive spaces where our audiences are dedicating more of their time – NHL, leading Social and Video streaming platforms, Spotify, and OOH.
Agencies behind Your Break Your Rules campaign?
- Agency: Citizen Relations
- Brand - Kit Kat (Nestlé)
(click on the link to view the agency's Vendor Directory listing)
