Reinventing a 75-year-old brand for the digital age

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Nestle Kit Kat

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“Have a Break. Have a KitKat.” has endured for decades because it’s rooted in a simple human truth: KitKat makes your break better. Our challenge was to make that idea relevant again in a world where breaks no longer looked the same. Instead of stepping away from life, people were taking fluid, in-between breaks - often online, often on social media.

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As the champion of better breaks, we reimagined how KitKat could show up in these moments. The strategy focused on tapping into conversation-driving cultural moments to delight fans, build lasting memory structures, and prompt consideration at the exact moment a chocolate craving hit just reframed for modern behavior.

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The work redefined KitKat’s digital behavior and set a long-term trajectory for how the brand could live online, not as a broadcaster, but as a culturally fluent participant. The result was some of the most viewed tweets and videos of the year, alongside significant global recognition and award-winning creative.

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Contributions:

• Strategy for winning the UK pitch

• Insight discovery

• Long-term digital strategy and platform trajectory

• Definition of KitKat’s brand behavior online

• Content strategy

• Channel planning

• Analytics and measurement

• Expansion of the UK pitch win into a global mandate

 

Agency: JWT London

 

Recognitions: 

The Fab Awards. The Lovies. Campaign Big Awards. The Webby Awards. The rev Awards. The One Show.