KitKat has launched a new advertising campaign across Australia and New Zealand, urging people to take better-quality breaks.
The campaign, featuring Queen’s song I Want to Break Free, will run on television, broadcast video on demand, online video, and out-of-home platforms.
Mel Chen, Confectionery Head of Marketing Oceania at Nestlé, said the campaign aims to encourage better breaks.
“We’re all better when we break better. That’s why team KitKat want to champion better, uninterrupted breaks. Next time consumers hear the tune I Want to Break Free by Queen, or see the new KitKat TVC, we hope you get inspired to take a proper break, free from distractions.”
The advertisement follows a man in a busy office overwhelmed by paperwork, sticky notes, and office technology clinging to him. As he steps away and opens a KitKat, the distractions fall away, reinforcing the brand’s long-standing message: “Have a Break, Have a KitKat.”
The campaign is being rolled out globally, highlighting the challenges of modern life and the difficulty of taking an uninterrupted break. Research commissioned by KitKat through Human8 found that while many believe they take enough breaks, only 34 per cent of shoppers say they often experience quality breaks.
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