KitKat takes a break to celebrate the brand’s 85th birthday

A campaign by Wunderman Thompson

KitKat is launching a global campaign, inviting everyone to join in the celebration of the 85^th anniversary of the brand.

It raises awareness of a social media competition to help people mark the occasion of KitKat turning 85 in 2020.

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 for just ten days – before it returns refreshed and renewed.

Wunderman Thompson introduces #ABreakForHaveABreak across social channels, giving KitKat fans ten days to come up with the best, sound-a-like lines they can while the “Have a break” line has a well-deserved break.

Running until 26^th October, KitKat will post daily across Facebook, Instagram and Twitter to stimulate participation. Wunderman Thompson 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.

KitKat will also reach out on social channels to other brands inviting them to spread the word about the contest.

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.