KitKat flaunts strapline fame with heavily trimmed ‘Have a...’ ads
Which brand has a slogan so iconic that it only needs to show five letters of it for people to recognize it? Well, according to KitKat, it does.
It’s famous ‘Have a Break, Have a KitKat’ line was first introduced back in 1957 and is still used today by many people. So ingrained in everyday vernacular, the brand capitalized on its notoriety last year with the award-winning ‘Have A Break, Have A’ billboard ad and now it's back to push it even further.
In collaboration with Wunderman Thompson UK, the chocolate snack brand has developed a unique digital-out-of-home ad campaign that only shows the ‘Have a’ letters.
Tom Drew, executive creative director at Wunderman Thompson UK, said: ’10 years from the first half-finished billboard, the KitKat slogan is stronger than ever. Even though we’re depicting the copywriter having a break, we certainly won’t be taking one ourselves – even after 66 years, there are still so many stories we can tell for our brilliant KitKat clients.”
To coincide with the push, in a survey, well over half of the people questioned not only identified the brand but also understood the message.
Stephanie Scales, senior brand manager, KitKat and Biscuits, added: “KitKat has famously encouraged people to have a break for decades, and this poster took that one step further, encouraging people to have a break without explicitly saying it. All it takes is five letters to communicate one legendary message.”
Agency: Wunderman Thompson UK
Global chief creative officer: Bas Korsten
Executive creative director: Tom Drew
Senior copywriter: Kell Lunam-Cowan
Senior art director: Chris Jones
Global client lead; Inge Selawry
Business director: Sam Brooks