Kit Kat Rekindles Iconic Tagline and Introduces the Break Brothers
The Art of Taking a Break
Heading to the DMV on a lunch break? Not quite a break. What about darting between errands during back-to-back Zoom calls? Sadly, that’s not a break either.
But imagine kicking your feet up while a team of cheerful men tirelessly cleans your space. Now we’re talking!
In a fresh twist on the classic advertising narrative, Kit Kat—a beloved member of the Hershey family—has revived its iconic tagline, “Have a break, have a Kit Kat,” while launching its first character-centric ads. This campaign encourages us to press pause and savor that delicious chocolate bar.
Why We Need Breaks
Finding genuine downtime is becoming increasingly challenging. Sometimes, we need guardians—people to run interference for us—or proxies—those willing to take on less desirable tasks. According to Ryan Riess, Vice President of Brand Strategy and Creative Development at Hershey, the new campaign not only acknowledges this reality but plays with both concepts.
“It’s a universal truth that taking a break is essential, yet it’s getting harder and harder to find that time. You need help—and that’s the mission of the Break Brothers,” Riess shared with ADWEEK.
Introducing the Break Brothers
Collaborating with indie agency Orchard, Hershey has unleashed a dynamic group known as the Break Brothers—the human embodiment of the brand’s ethos. Comprising four towering men, each standing between 6-foot-4 and 6-foot-6 and dressed in matching brown three-piece suits, their appearance is a clever nod to Kit Kat’s chunked chocolate bars.
Don’t have time for a real break? This quartet can help, per a new campaign from Kit Kat and Orchard.
— Kit Kat, Orchard
Their dedicated purpose? To carve out moments of peace, even amid chaos.
The Campaign: “Office” and Beyond
The campaign kicks off with the ad titled “Office,” where the Break Brothers spring into action to grant "cubicle jockey" Thomas a much-needed breather. They cleverly form a protective barrier between him and his frantic boss, confidently asserting, “Your boy’s on a crispy, creamy Kit Kat break!”
This marketing launch aligns with Hershey’s recent surge in visibility, following their successful Super Bowl ad for Reese’s and a star-studded partnership with Jennifer Aniston during the Oscars for SkinnyPop.
Engaging Audiences with Big Moments
Hershey’s strategy involves targeting major media events where audiences are engaged and sharing memorable experiences. Riess explains, “These moments present a prime opportunity as people are actively watching—it’s a chance to generate buzz and conversation.”
The decision to focus on Kit Kat is particularly strategic, coming at a time when the candy category is thriving. With a valuation of $54 billion in the U.S. as of 2024, projected to soar beyond $70 billion by 2029 (according to the National Confectioners Association), chocolate remains a steadfast favorite among American consumers, netting an impressive $28 billion in sales for 2024.
A Tagline with Staying Power
The Break Brothers campaign taps into the enduring tagline, “Have a break, have a Kit Kat,” which first emerged in 1957. Riess acknowledges the relevance of reviving this slogan during a particularly frenzied era: “It’s crucial to own that tagline and leverage the equity that’s been established. It’s more relevant than ever.”
Look forward to a second ad in the coming weeks, slated to showcase a heartwarming father-son conversation about unfinished chores—where the Break Brothers gently insist that dad honors the son’s downtime while they tackle the housework.
Future of the Break Brothers Campaign
This campaign boasts longevity and adaptability, with plans to utilize the Break Brothers across multiple platforms including digital, social media, traditional formats, and experiential marketing. With at least eight Break Brothers on deck, Kit Kat is poised to maintain this refreshing narrative for the foreseeable future.
As we navigate through our busy lives, the message remains clear: it’s important to take a break, and Kit Kat is here to remind us just how sweet those pauses can be.
