Marketing Case Study: KitKat's Phone Break Campaign - A Digital Detox With Chocolate
The "KitKat Phone Break" campaign, launched in April 2025, aimed to address the contemporary issue of screen addiction by playfully suggesting that people should replace their smartphones with a KitKat bar to take a break.
Campaign Overview
The "KitKat Phone Break" campaign, launched in April 2025, aimed to address the contemporary issue of screen addiction by playfully suggesting that people should replace their smartphones with a KitKat bar to take a break.
The campaign represents a modern interpretation of KitKat's long-standing "Have a Break" tagline, originally created in 1957. It emerged as the winner from a VML global internal pitch with over 400 submissions, utilising out-of-home advertising such as billboards, subway stations and print media. A central 45-second ad depicting excessive phone usage and suggesting a KitKat as the alternative was a key component of the campaign.