KitKat is launching a global campaign, inviting everyone to join in the celebration of the 85th anniversary of the brand.
The campaign, created by Wunderman Thompson, raises awareness of a social media competition to help people mark the occasion of KitKat turning 85 in 2020.
The campaign highlights that, at this unique moment, KitKat will make its most recognisable brand asset, the “Have a break, have a KitKat” line, stronger by inviting people to have fun with it while the slogan has a break for just ten days – before it returns refreshed, renewed and stronger.
Wunderman Thompson will introduce #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 October 26, KitKat will post daily across Facebook, Instagram and Twitter.
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 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.
“As a creative I’m honoured and privileged to work for such an iconic brand," says Wunderman Thompson global chief creative officer Bas Korsten.
"KitKat’s advertising history is one of the richest in the world and the relationship we have with the brand is one of the longest in the world.
"And although, after all those decades, the famous slogan 'Have a break, have a KitKat' is getting a well-deserved temporary break, we won’t have a break until we ensure that the next 85 years of KitKat history is as exciting as the first.”
Agency: Wunderman Thompson
Global Chief Creative Officer: Bas Korsten
Chief Creative Officer, Brazil: Keka Morelle
Global Creative Director: Chermine Assadian
Creative Directors: Nicolás Romanó, Ana Cavalcanti, Matt Gilmore
Global Chief Strategy Officer: Simon Law
Global Planning Director: Joao Caputi
Chief Data Officer: Jason Carmel
Director of Data Science: Ilinca Barsan
Technology Director: Cole Peterson
Experience Technology Director: Shawn Herron
Head of Digital Production: Julian Poole
Art Director: Rafael Falco + Rob Bovington
Copywriters: Renato Fernandes + Vinicius Dias + Stephen Webley
Global Client Partner for Nestle: Sasan Saeidi
Global Senior Account Director: Loren Hargreaves
Account Directors: Stefano Paduan
Account Manager: Jayme Neto
Agency Producers: Robert Morgan, Verity de Courcy Norman
Director/ Production Co: Marcus Prado
Editor: Marcus Prado
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