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How can one best enjoy a KITKAT? It's a question that has ignited intense discussions and memes over time. Yet, the solution is rather straightforward: your break, your regulations. This week, KITKAT Canada launches its nationwide initiative, showcasing the varied, eccentric, and at times peculiar methods people use to relish their KITKAT bars. Encouraging self-expression, the initiative prompts individuals to depart from conventional practices and relish their KITKAT in a distinct manner.
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.
“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.”
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.
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 the Your Break Your Rules campaign?
- Agencies - Citizen Relations
- Brand - Kit Kat (Nestlé)
(click on the link to view the agency's Vendor Directory listing)
