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15.12.2015 Kit Kat : Christmas : Tongue-in-cheek Branding
KitKat Christmas Break advert, UK

UK – This Christmas, to stand out in a crowd of tear-jerking advertisements, Kit Kat decided to show nothing at all.

  • The television ad is 30 seconds of a white screen
  • It suits Kit Kat’s long-standing Have a Break, Have a Kit Kat tagline

This holiday season, television viewers will find their ad break interrupted from the usual visual stimuli with a blank screen and a voiceover telling them ‘Welcome to nothing… not a jingly bell, snowflake or celebrity selling frozen turkeys in site. Nice for a change.’

The 30-second spot is for Kit Kat, which, with the help of agency JWT, wanted to cut through the clutter of the usual seasonal promotional deals and big-budget emotionally wrought Christmas commercials.

The irony, of course, is that Kit Kat is still selling something – but it is a clever use of the brand’s almost 60-year-old tagline – Have a Break, Have a Kit Kat.

The Big Picture

Brands are adopting a new tone of voice when speaking to consumers, one that is a bit more tongue-in-cheek and a little more honest. For more, read our Anti-authenticity Marketing macrotrend.

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