KitKat is using Queen’s ‘I Want to Break Free’ to encourage people to take better breaks.
The new ad campaign builds on the tagline, “Have a Break, Have a KitKat‘, using the iconic hit to recognise how difficult it is to switch off from a world that demands constant attention.
It has launched across Australia and New Zealand on TV, broadcast video on demand, online video and out-of-home, and will be adapted for different countries across the globe.
Break better
New research conducted by the KitKat team via Human81 across different countries has shown that while people feel they take enough breaks, just 34% of shoppers say they often take quality breaks.
Nestlé Confectionery Head of Marketing Oceania, Mel Chen says, “We’re all better when we break better. That’s why team KitKat want to champion better, uninterrupted breaks. We are excited to launch this KitKat Better Breaks campaign to support Aussies and Kiwis in their pursuit of good breaks, to come back refreshed.
“Next time consumers hear the tune ‘I Want to Break Free’ by Queen, or see the new KitKat TVC, we hope you get inspired to take a proper break, free from distractions.”
Free from distraction
The ad, which will be adapted for different countries across the globe, carries the same sentiment, aiming to inspire people to take a better-quality break, without interruption.
In the advert, a man in a bustling office contends with a swarm of paperwork, sticky notes and office tech that cling to him like magnets. Against the backdrop of ‘I Want to Break Free’ he walks out of the office in pursuit of a break. The day-to-day paraphernalia only drops to the floor once he opens a four finger KitKat bar and snaps the crispy chocolate wafer. The advert ends with the iconic tagline ‘Have a Break, Have a KitKat’.
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