KitKat: Dash.
“Have a break, have a KitKat” was launched in 1958. Almost 70 years later, the tagline and platform have endured, but keeping it relevant is the real challenge.
The solution was everywhere and hidden in plain sight. Between everyday ranges like 9-5 or YYZ-JFK is the dash, a punctuation mark representing a span of time that’s perfect for a break. So, we replaced those dashes with KitKat bars to create a visual reminder to “Have a break, have a KitKat.”
A national campaign that reimagines the everyday dash symbol (–) as a piece of KitKat, turning familiar pairings into subtle reminders to take a break.
