The “Break brothers” champion workers’ time-outs for US KitKat campaign
Fans can catch the premiere of KIT KAT’s® Break Brothers during the NCAA Men’s Championship game on April 7.
An innovative campaign from Hershey’s KitKat in the US sees the brand embarking on a fresh character driven campaign under the banner of the “Break Brothers,” underlining the value of taking a working time out, writes Neill Barston.
As the company noted, with employees around the world working longer hours on average, it’s becoming more important than ever to find a moment during those busy weekdays to enjoy a well-earned treat.
Enter the Break Brothers, a group serving as a four part-symbol of the classic KitKat bar, made in part to illustrate the candy brand’s authority over helping fans take a true break. As the company noted, these four towering, suit-clad protectors are on a mission to defend your right to a real, crispy, creamy break. Their job? To handle the chaos so you can enjoy a proper, distraction-free moment—just long enough to snap off a piece of a KitKat bar. No multitasking. No interruptions. Just pure, chocolate pause.
“KitKat has become one of the most recognisable brand identities in the world, from our signature bar snap to our classic jingle. The Break Brothers take that legacy a step further, embodying what the brand stands for: making breaks better, more frequent, and absolutely delicious,” said Ryan Riess, vice president of brand strategy and creative development at The Hershey Company. “They’re not just characters—they’re protectors of the break and proxies to step in when needed, all in the name of ensuring everyone gets the crispy, creamy ahh moments they deserve.”
Within the ad spot created by Orchard Creative, amidst a busy office atmosphere, the Break Brothers intervene to bring some peace and quiet to a KitKat fan ready to snap off a piece of his KIT KAT® bar rather than debate document formatting. These break protectors make it clear to his coworkers that it’s time for Thomas to take a real break from the conversation.
The break-time superheroes-led campaign made its TV debut during the commercial break of the NCAA Men’s Championship Game April 7, followed by a wider social media campaign on Instagram and TikTok.
everything KIT KAT® brand on Instagram and TikTok, and stay tuned for how the Break Brothers will ‘Protect The Break’ next
