KIT KAT’s The Break Brothers Are Here to Protect Your Breaktime

We’re all guilty of it, spending our lunch breaks in front of the computer, forgetting to actually step away and take that well-deserved break. KIT KAT however, is here to change that. Today it launched its first-ever standalone character driven campaign – enter, the Break Brothers.

In a comedy-driven spot courtesy of Orchard Creative, four men, representing the four parts of a KIT KAT bar, have stepped-up to save breaktimes from unwelcome distractions and work-related chit chat. A towering, suit-clad presence, their purpose is to handle the chaos, so you can sit back, relax, and take a well-earnt, chocolatey break.

“Since Kit Kat has been associated with taking breaks since the 1950s, we were drawn to the idea of treating them like an authority-figure on breaks,” said Kevin Igunbor, senior art director and Patrick Wells, senior copywriter, at Orchard Creative. “After that, we just needed the right kind of vessel to deliver the message — one that could live beyond just TV spots. We explored a ton of options, but ultimately, a fraternal order of towering, chocolate-suited men rose to the top.”

The work stays true to KIT KAT’s iconic brand identity and slogan, ‘Have a break, have a Kit Kat’, which has been in use since 1957. The Break Brothers serve as a character-led extension of the brand, reflecting its core belief of making breaks better, whilst opening-up opportunities for future iterations and appearances.

“I think having literal walking, talking extensions of the brand that can eventually exist outside of a TV spot opens a lot of doors for other engaging mediums in the future,” added Kevin and Patrick.

“KIT KAT® has become one of the most recognisable brand identities in the world, from our signature bar snap to our classic jingle,” said Ryan Riess, vice president of brand strategy and creative development at The Hershey Company. The Break Brothers take that legacy a step further, embodying what the brand stands for: making breaks better, more frequent, and absolutely delicious. They’re not just characters – they’re protectors of the break and proxies to step in when needed, all in the name of ensuring everyone gets the crispy, creamy ahh moments they deserve."

The Break Brothers will make their TV debut during the commercial break of the NCAA Men’s Championship Game on April 7th. Highlighting that whether you’re an athlete, fan, or just someone who needs a moment to pause, everyone deserves a break.