KitKat ‘tech frustration’ campaign encourages consumers to take a digital break

A major new campaign has been launched by KitKat, encouraging consumers to take a break from ‘tech frustrations’ and enjoy the classic chocolate treat this summer, writes Neill Barston.

Whether it’s weird security questions, remembering passwords or being added to yet another WhatsApp group – from this week, the brand has launched its latest message on TV, Youtube and via Tik Tok, as it bids to lure a new generation of fans.

As Nestle’s flagship chocolate brand noted, its ‘hero video’ contrasts the old with the new, bringing to life a modern tech problem in a medieval setting in a humorous way that fans will recognise.

The company, which has its UK production base for KitKat in York,  is due to be represented at this year’s World Confectionery Conference on 5 October, with its cocoa ingredients’ advisor John Newell. You can still register for the event here: www.confectioneryconference.com

In the new advert, a guard at the drawbridge asks: “Password? Have you forgotten? What was your first pet’s middle name? What’s your favourite kind of rock?” The knight, waiting at the entrance struggles to answer the questions and decides to Have a Break, Have a KitKat, and with a renewed perspective, remembers the password.

The “Tech Frustrations” campaign is now live and will be seen on TV and Broadcast Video on demand, on digital channels such as YouTube, Meta platforms and TikTok and out of home. It will run until the end of November 2023.

KitKat Senior Brand Manager, Stephanie Scales, said: “At KitKat, we’ve been championing breaks for over 85 years, and our new campaign is no exception. In today’s fast-paced world, we all face constant demands to do more and be more, which is why taking a break is more important than ever. “Through this campaign, we want to encourage people to step away from their tech frustrations, take a moment to reflect and reset and come back with a renewed perspective.

“And of course, what better way to take a break than by indulging in a delicious KitKat bar? So go ahead, Have a Break, Have a KitKat!” As the brand noted, its  iconic tagline ‘Have a Break, Have a KitKat’ was coined in 1958 by the advertising agency J Walter Thompson, and today is widely recognised around the world – KitKat is sold in 88 countries worldwide.