Brand That Took a Break & Made Everyone Talk

KitKat Marketing Casestudy that Proves Why Simplicity Still Wins in 2025

Author

Radhika Agarwal
April 23, 2025

Hi guys

Yesterday was wild. I was having a complete meltdown; I had to submit one pitching deck to one of our clients, and key team was off-site, and I didn’t have much time to complete it, so I took the help of ChatGPT, but if making content was this easy, then who would need an agency, right? GPT was testing my patience (you know, the usual "please understand what I'm trying to say" situation) when my 5-year-old niece walked in, looked at my screen, and dropped this bomb of wisdom: "Maybe it needs a break?"

Kids have a crazy way of cutting through the noise and reminding us of the simple things.

And I think, this kid might be a marketing genius in the making…. see how KitKat is proving him right.

Remember that classic KitKat slogan, "Have a break, have a KitKat"? It turns out that this timeless wisdom applies to AI too!

KitKat, inspired by Google DeepMind's research on AI needing "deep breaths," launched a brilliant campaign where they added "Have a break, then..." to AI prompts.  They incorporated their primary “Have a break” concept to a mass trending topic AI.

They got better responses. More accurate. More human.

Here's why this campaign is so clever:

Simplicity is Key: They didn't overcomplicate the campaign. They took their iconic slogan and applied it in a fresh, relevant conversation.

Nostalgia Marketing: They tapped into the power of nostalgia, reminding us of a beloved slogan and connecting it to a modern challenge.

Standing Out from the Crowd: In a world obsessed with the latest tech, KitKat went back to basics and proved that sometimes the classics are the most effective.

Truth? I've been in marketing for over 10 years now, and this is genuinely the kind of campaign that makes me want to stand up, get excited and happy cry. This one’s quite popular within relevant industry.

But I’m sure there are many amazing campaigns not in limelight that deserve to be in your inboxes. Exactly what I’m trying to do with Marketing Muse newsletter. 

While everyone's trying to be tech revolutionary, KitKat's just there, proving that sometimes the classics just hit different.

Between you and me, I started experimenting with this "break" approach with my AI tools. Does it work? The jury's still out, but it's definitely a good excuse for more chocolate breaks (I love Nutties tbh).

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Marketing truth that I follow at @blanq - The best ideas aren't new. They're just classic wisdom applied to modern problems.

BTW, if you're working in marketing industry and want to learn growth hacks, subscribe to Copycats on Spotify, where we decode simple strategies for higher work performance.

Book Recommendation of the Week: "Digital Minimalism" by Cal Newport. Perfect for understanding why even machines need downtime. GET IT HERE.

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P.S. I run a 360 brand consultancy, Blanq, where I prepare yearly growth plans for our clients. I take short online sessions for clients who don’t want a retainer expense with agency.

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We’re pressing pause... but the next break is buffering 👀🍫
(Hint: Last one was full Netflix mode with popcorn, KitKat, the whole vibe. 🎬)

Previously? A mix of Apple cool, WeTransfer ease, and inbox-worthy drama.
So, grab a snack and tap into our newsletter to binge on the previous episodes of goodness and excitement.

(Warning: May cause sudden bursts of genius and chocolate cravings.)

Until then, stream our latest newsletter for all the juicy insights.

That's all for now!

Stay tuned for next release,

Radhika