Nestlé brand undertakes biggest redesign of packaging in 80 years

‘Have a break, have a KitKat’ has been a long-time tagline associated with the brand around the world, and a recent advertising campaign, again global, has focused on ‘celebrating the many different types of breaks that ‘breakers’ take’, Nestlé said.

‘Celebrate the Breakers' breaks’ is the first ever global advertising campaign from KitKat and was launched in Europe, starting with the UK.

‘The campaign, which will reach more than 20 key KitKat markets globally in the coming months, provides a fresh take on the iconic Nestlé chocolate brand’s sign-off line “Have a break, have a KitKat”, by celebrating the many different types of breaks that ‘breakers’ take,’ Nestlé said.

‘These include those who break together, or on their own, those who share their breaks with the world, and those whose breaks are out of this world.’

The brand was launched in 1935 as ‘Rowntree's Chocolate Crisp’ and was sold in London and throughout Southern England. Today, KitKats are sold in two- and four-finger bars, and as larger one-finger Chunky bars, and Nestlé said it is one of the biggest global confectionery brands, with more than 17 billion fingers eaten across the globe each year, and bars sold in more countries than any other confectionery brand.

The limited edition designs are available across all three of the main varieties with more than 100 million of these specially designed packs to be produced in total over the course of the campaign. They have been printed using gravure by Nestlé’s network of packaging suppliers.

The 72 different types of ‘break' featured on the packaging range from ‘lunch’ and ‘me time’, to ‘crazy’ and ‘party’.

The hashtag #mybreak has also been molded into the chocolate of 22 million bars where the product's name would normally feature.

The limited edition KitKat bars are now available in most Nestlé stockists across the UK and Ireland.

Nestlé has also worked with Google to create a ‘YouTube’ version intended to help people make the most out of their down time and based on insight that shows KitKat consumers are also YouTube users. On top of the packaging initiative, Nestlé is also using Google’s voice search technology to deliver the world’s most entertaining videos straight to its customers’ mobiles. Searching for ‘KitKat YouTube my break’ on a mobile phone will direct consumers to a KitKat video followed by a playlist of the latest top four trending YouTube videos anytime, anywhere, worldwide.

The collaboration between Google and KitKat comes after Google named its Android operating system 4.4 update ‘KitKat’.