Agency: J Walter Thompson | Author: Jes Conway |
How Kit Kat Made The Break
BACKGROUND: 'HAVE A BREAK HAVE A KIT KAT'
'Have A Break Have A Kit Kat' is one of the centurys most famous advertising properties. Television advertising for Kit Kat first appeared in 1955. Until the early 1980s treatment of the break was fairly straightforward and educational. Advertising showed the (mass) audience. Situations reflected ordinary life with humorous touches.
By the mid-80s consumer familiarity with the break property meant that advertising had to become more lateral in its treatment of the break, using unexpected situations...