KitKat Asks Fans to Take a Break from Its Iconic Bars to Try a New Product

Taking a break and having a KitKat bar famously go hand in hand. But in late April, KitKat Canada and Rethink shocked fans by asking them to actually “take a break” from their bars.  

KitKat shared this message with a billboard at Yonge-Dundas Square, cryptic posts on their owned social media platforms, and influencer content - which included sending creators a single KitKat bar in a locked box, challenging them to take a break.  

After speculation as to why KitKat Canada would ask Canadians to take a break from KitKat instead of taking a break with KitKat, the brand revealed that the pause from its own bars was in order to usher in the launch of its newest product: KitKat Pops. 

“We wanted to launch this innovation in a bold way, knowing that for our fans, the only reason why they would ever take a break from KitKat bars, would be to try something new and exciting from KitKat,” says Riona Coller, marketing director, confectionery at Nestlé Canada.

Once KitKat Pops were revealed, the brand followed up with another Yonge-Dundas Square billboard, social posts and follow-up influencer content.

“As our new generation of KitKat fans evolve, so does what it means to take a break,” says Coller. “It might not be as simple as a 5-minute pause from their daily routine. A break might look like sitting in front of the TV, going for a walk or even just scrolling through social media. However you break, KitKat Pops are the perfect snack to help you take a long break”.