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How KitKat said more with fewer words in digital


By The Drum, Editorial

December 6, 2023 | 3 min read

Nestlé and Wunderman Thompson have won the OOH category at The Drum Awards for Digital Advertising. Here is the award-winning case study.

Example of the award-winning work

Our brief was to create an impactful OOH using KitKat’s established brand equity of ‘breaks’. While it wasn’t specifically for digital, we wanted to play with the medium and make it appear that whoever was creating the poster had taken a break part way through writing out the iconic strapline ‘Have a break, have a KitKat.’ The challenge was how could we do this idea as purely as possible – giving viewers just enough information to recognise both the brand and the creative idea of having a break.

Strategy: This is ‘Have a break, have a KitKat’ at its purest. One of the unique things about a KitKat is that to break off one of the fingers, you need to use both hands. You can’t multi-task and continue to type. In an age where opportunities to take a decent break seem few and far between, this highlights that it’s still possible to pause mid-way through something. Breaks are good.

Impact: The bright red screens lit up the night sky at the O2 and immediately caught the attention of passers-by. Many stopping to take pictures or videos of the screens. Part of this brief was to give our audience just enough information for them to 'get' the idea and the brand - and there was genuine delight for those that did just that. People were quick to correctly guess the brand, complete the strapline, understand the idea of breaks and gain a real sense of achievement in the process.

Any key points that refer to category description: Creativity in Food and Drink is often overlooked in favour of product recognition and immediate recall. Big product shots and large logos seem to be the order of the day. We wanted to dial everything down and allow people to make the connections themselves. It was a brave client who allowed us to run a DOOH with an incomplete strapline and no logo. And it worked. Those people we interviewed were genuinely pleased to get it right.

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