Wednesday, March 2, 2011

Break becoming Kitkat Break !

Ad By: JWT

Look for a break in life !
Nestle came up with a chocolate few years back and gave it a positioning which was very rare and very obvious at the same time. They say "Have a break ! Have a kitkat !" and none of us can deny that we crave for chocolate most when we are tired of the routine life.With this positioning they hit two targets- one of reminding people that when they want break they look for chocolate (mostly) and second of making Kitkat synonym to chocolate. So having a negativity associated "Break" is a rare act for a brand and chocolate is about having breaks is the obvious act. The same legacy of "break" and "Kitkat" is been shown in the squirrel ad which has been coming from almost an year. The ad is few of those ads that leave a refreshing impact through the ad story and through the product.

Two young guys sitting in a park with their laptop. One of them is completely engrossed in the work and is shown in a hurry, the other one is already exhausted and is wanting to have a break. It reminds to many youngsters their days when they have lots of work to do in a short time, so they plan to go to a calm and peaceful place (like a park here) so as to have better concentration. The exhausted guy takes a break by taking out Kitkat and breaks one stick in the unconventional manner in which Kitkat was previously shown breaking in all communications. The moment he enters this break, he is in different world. The world where smallest of things are so beautiful, so engaging and so obvious. All of us at some point of time when sitting idle have observed squirrels doing their acts. It is the most insignificant part for any one but if we look at it closely, it is the most significant thing which made us pass our idle time. The moment for that exhausted guy came to a stop, he could see what his still busy friend could not. The connect becomes even more close when the song and dance attached to the act has been the one which is a bollywood number that each and every listener has enjoyed with fun element inside. The ad doesn't irritate the viewer with information flooded about the product, it doesn't tell you to become the best person by using this product, it simply highlights the importance of small break which we all long for. 

Every element of the ad is rightly showcased to make it the obvious refreshing package. We all look for calm places, we all are in rush in our busy lives, we all crave for chocolates, we all notice squirrels, we all sing and dance along fun filled romantic bollywood numbers. Bringing all this obvious in front of us, Kitkat has certainly made a unique position for itself. And with this, for many, break is not just a break but a Kitkat break now. 

Look for a Kitkat in Life !


  1. Aastha, completely agree. One thing that ad makers should keep in mind is how to engage the audience in such a way that they can not only recall the brand at a later stage but also relate to it. Nestle has perfected this concept in the KitKat ad.

    Good work. Looking forward to more of your analyses.

  2. Absolutely agree....,we really enjoyed it,and agree to have break withNestle KIKKAT.Because KITKAT BREAK BANTA HAI.