KitKat turns the everyday dash into a reminder to take a break
KitKat’s latest campaign from Courage transforms the humble dash into a visual cue that the space between things is the perfect moment for a break.
Building on the long-running “Have a break, have a KitKat” platform, the work reimagines familiar pairings such as 9-5 or YYZ-JFK by replacing the dash with a KitKat bar.
The simple shift turns a symbol people see countless times a day into a subtle prompt to pause.
The idea leans into an association KitKat has built for decades.
“The dash is hiding in plain sight,” said Joel Holtby, Founder and Co-Chief Creative Officer at Courage. “It marks the space between two things, which is exactly what KitKat has always stood for.”
Launching nationally across out-of-home, digital, social and streaming platforms including Netflix, the campaign places the KitKat-shaped dash in everyday contexts from commuting to sport and entertainment.
“KitKat has always been about celebrating the importance of taking a break,” said Tracey Cooke, Chief Marketing Officer at Nestlé Canada.
“This campaign finds a fresh way to express something people already know and love about the brand.”
👀 PSSST… Have you got your ticket to the most exciting brand event of the year?
