KitKat swaps smartphones for chocolate in clever twist on iconic slogan

KitKat’s iconic “Have a break” message has taken centre stage in its latest campaign that highlights just how much time people spend staring at screens.

Titled "KitKat phone break", the campaign uses its iconic tagline—without actually showing it—by portraying relatable screen-time behaviour, urging people to put down their phones and pick up a KitKat instead.

Created by VML Czechia, the out-of-home campaign features attention-grabbing scenes in which KitKat bars replace smartphones in everyday situations. From waiting for a bus, to meeting a friend for a drink, to standing in a queue, the campaign highlights how often people reach for their phones during their free time rather than taking a proper break.

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At the heart of the campaign is a 45-second ad encapsulating KitKat's vision, highlighting the excessive phone usage in day-to-day life. The clip also notes that "the average human being spends four hours a day with a bent neck, so they can squint into a small, shiny, rectangle". 

KitKat then prompts users to take a break from their devices by replacing their phones with a KitKat bar, ending with the chocolate company's iconic slogan, "Have a break, have a KiKat". The campaign emerged as the winning concept from a VML global internal pitch that attracted over 400 submissions.

“This campaign feels true to KitKat’s heritage of light-hearted marketing and helps the brand’s slogan, which has been a fixture for almost 70 years now, feel fresher than ever,” said Vojtěch Kubricht, marketing manager, KitKat Central and Eastern Europe.

In tandem, Mauro Fardin, executive creative director, VML Prague said, "Back in 1957, Donald Gilles created 'Have a break, have a KitKat' — a call to unwind. Little did he know that by 2025, we'd be a world glued to screens, struggling to take a proper break. Maybe now, more than ever, we need that reminder."

Similarly, Jake Barrow, chief creative officer, VML Prague added, "As a species, we all look a bit silly sometimes. It's nice to harness one of the world's most iconic taglines to make a joke about it."

The campaign will run throughout April 2025 across outdoor advertising spaces, including billboards, subway stations, and also in print.

The "KitKat phone break" campaign follows the brand's recent launch with VML Philippines that turned the beloved chocolate bar into a practical tool for small business owners, embracing a unique Filipino cultural habit.

The "KitKat break bar" campaign transformed KitKat into a break-time signal, offering a light-hearted yet functional solution for small businesses operating with limited staff in Metro Manila, a release said. KitKat distributed Break Bars to small businesses across Metro Manila, replacing their improvised door barricades with this alternative.

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