![]() ![]() The ad is effective because it ties into the current issues (COVID 19 and the common need to work from home due to public safety). No matter where you are currently working from. It serves as a reminder that Kit Kat is still available as a break-time snack. Which has grown exponentially since the onset of the COVID 19 pandemic. The ad’s strategy looks to target the new home-based workforce. This is reinforced by using the classic “Have a break” tagline under the logo on the bottom. Implying that workers need to take breaks and have snacks to stay productive, even working from home. Using the single Kit Kat bar as a strikethrough on the Office portion of the term “Home Office”. Which has forced many people into working remotely from home. The ad is designed to capitalize on the COVID 19 pandemic. Kit Kat’s current ad continues with its “Have a break” motif, with a twist. Thus causing the European Court of Justice to send the case back to the British courts after a ten-year legal struggle that rival Mars disputed. The importance of this tagline was apparent when Nestlé attempted to trademark the “Have a break” portion in 1995. The break portion of the tagline is a play on the fact that Kit Kats are designed to be broken off individually before eating. “Have a break…have a Kit Kat” has been Kit Kat’s slogan in the UK and worldwide since 1957. As well as in 1969, the first color television commercial was broadcast. With the slogan “what active people need.” In 1951, the first Kit Kat poster was released. Kit Kat was marketed as a helpful wartime snack during WWII. When they were first introduced in the 1930s. This chocolate candy was first touted as “the biggest little meal” and “the perfect companion to a cup of tea”. Kit Kats come in a variety of flavors, including milk, white, and dark chocolate. Each finger on the bar can be broken off individually. Each of which is made up of three layers of wafer separated by a chocolate layer. ![]() The standard bar comprises two or four pieces. The only exception is in the United States, where it is produced under license by the Hershey Company’s H. Rowntree’s of York, United Kingdom, invented the Kit Kat, a chocolate-covered wafer bar confection currently produced worldwide by Nestlé (who acquired Rowntree’s in 1988). ![]() The ad is designed to capitalize on the trend of working from home due to the COVID 19 pandemic and suggests that Kit Kat is the perfect break-time snack for remote workers. The ad features the words “Home Office” in white font against a red background (matching the color scheme of their branding), with a single Kit Kat bar blocking the word Office as if it were a strikethrough. I think we all agree from the outcomes, AI won’t replace jobs in our industry any time soon without some real watch-outs.The Kit Kat ad, “Home Office” is a brilliant usage of current events to promote their product. “So when Wunderman Thompson asked us if we could let AI generative our next round of advertising content, we couldn’t pass it up. Melanie Chen, Nestle’s head of marketing confectionary, said they are all for creating more opportunities to ‘have a break’. So, we thought we’d have a crack at it ourselves and poke some fun at AI – while we can.” “KitKat has broken, and AI gives us more of those. Joao Braga, Wunderman Thompson’s chief creative officer, said AI is revolutionizing our industry and beyond, but the reality is not every brand has something relevant or fun to say in that space. The agency acknowledged that the results weren’t perfect. Wunderman described the resulting images as “almost ok”. The generated scripts were used as prompts for an image generator. Wunderman Thompson, a New York-based global marketing communications agency, used briefs like “Write a KitKat ad the way Gen Z speaks”, “Write a KitKat ad about gamers” and “Write a KitKat ad about the latest trends” to write scripts. For its new ad campaign, KitKat has used generative AI to write scripts, graphics, voiceovers etc.
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