- KitKat was about to celebrate 85 years old. Besides that, it was considered a modern chocolate brand.

- The brief was to create an idea to celebrate KitKat's 85th anniversary.

- KitKat has a good relationship with young people, but its popularity on social networks didn't reflect that. The goal was to have an 85-year celebration idea that brought its target closer on social media.

For many years, KitKat has been inviting everyone to "Have a Break, have a KitKat". Our slogan has worked so hard those past decades that it became one of the longest running slogans in the world!

To celebrate KitKat’s 85th anniversary, we decided to give our slogan a global break and invited our fans to come up with sound-alike alternatives, like: "Have a pause, have a chit chat."

Using #ABreakForHaveABreak everyone could create a temporary new KitKat slogan, so ‘have a break’ could have a well-deserved break. People were so good at it that we made the best ones official for one day on our social networks.

We also invited KitKat's historic copywriter, Jeremy Bullmore, to select the best slogan to win an 85-hour break for two.

In the past years we noticed KitKat's young fans relating more and more with the brand on social networks. Furthermore, we noticed them using KitKat's slogan in all different ways and shapes to talk about everything. That's where the idea of inviting people to create new slogans came from.

Target Audience: People from all over the world. 15 to 35 years old.

The approach for #ABreakForHaveABreak was 360°, but mainly social. To reach out the young people, our target, we released a modern video and funny and inspiring posts on Facebook, Instagram, Twitter and TikTok.

All #ABreakForHaveABreak contents spoke directly to young people and drove them to join this incredible interactive experience. An idea that could only could have been done for KitKat.

The strong. but simple. idea was brought to life through a digital movie, made from KitKat's old footage and stock images, through funny and inspiring posts on Facebook, Instagram, Twitter and TikTok, and also, through the slogan generator: an artificial intelligence that helped people to complete their slogans.

- Day 1: launch digital film.

Day 2: release of funny and inspiring posts on all over social networks.

Day 3: The Slogan Generator launch.

Day 3, 5, 6, 7, 8, 9, 10, 11: Release of the people's best slogans as official slogans on our social networks.

Day twelve: Jeremy Bullmore, historic KitKat's copywriter, began to judge the best slogan to win an 85-hour break for two.

Day thirteen: Winner slogan’s release.

Day fourteen: Coming-back movie for "Have a break, Have a KitKat" release.

- Digital and social networks.

- Global.

World record of 4,000 new slogans created for a brand

6.8M impressions on YouTube (+12% higher than estimated)

188M impressions on FB & IG

67M individuals reached on Facebook and Instagram delivering over 8M engagements at a lower CPM than forecast

172K engagements on Twitter & Second highest organic impressions in 2020

43K organic engagements on social

An increase of 100% in sales during the campaign

50+ PR industry articles captured across the globe

People start to use "Have a" as set up to talk about other things