SHERIDAN, WYOMING – April 15, 2025 - KitKat’s humorous and heartfelt global ad campaign takes home top honors for creativity and impact
Nestlé’s iconic KitKat brand is once again in the spotlight, earning international recognition for its consumer-centric marketing. The brand’s global ‘Break Better’ campaign has secured second place in the TV category of Kantar’s 2025 Creative Effectiveness Awards. This prestigious accolade, awarded by the global market research leader Kantar, celebrates the most creative and effective advertisements from the previous year—evaluated by consumer response worldwide.
Reimagining a timeless message for a modern world
Building on its legendary slogan “Have a Break, Have a KitKat,” the ‘Break Better’ campaign connects deeply with a global audience navigating increasingly busy and digitally dominated lives. The concept is rooted in a shared consumer insight: the modern challenge of disconnecting in a world that demands our constant attention.
In the campaign’s centerpiece commercial, an office worker is overwhelmed by a flood of emails, messages, and video calls. Covered in sticky notes and visibly frazzled, the protagonist finally unwraps a KitKat—triggering a much-needed pause from the chaos. The moment of serenity is perfectly underscored by Queen’s classic anthem, “I Want to Break Free,” reinforcing the liberating power of a real break.
“This is a great recognition for KitKat’s first truly global campaign and a confirmation that our new creative approach works,” said Corinne Gabler, Head of Confectionery at Nestlé. “It showcases the power and creativity of KitKat, demonstrating our ability to engage further with consumers and continue the brand’s expansion worldwide.”
A global message, locally adapted
The campaign was adapted to resonate across diverse cultures and audiences in over 60 countries. By featuring local celebrities and relevant scenarios, KitKat ensured its message felt personal and authentic to consumers everywhere. Whether on TV, streaming platforms, outdoor billboards, or social media, the campaign's relatable storytelling and lighthearted humor struck a universal chord.
Key to the campaign’s success was the collaboration with digital creators and influencers. These partners highlighted how interruptions manifest in everyday life, further amplifying KitKat’s core message of carving out time to recharge.
Marketing momentum behind Nestlé’s top brands
KitKat’s global campaign rollout is a strategic component of Nestlé’s broader growth plan, which includes intensifying marketing efforts for its leading, high-performing brands. The company has committed to increasing its advertising and marketing investment to 9% of sales by the end of 2025.
This first-of-its-kind global campaign was co-owned by Nestlé’s central and in-market teams, ensuring a balance between unified creative vision and local customization. The approach also allowed for efficient development and distribution of high-quality digital assets worldwide.
Kantar praises creativity and consumer impact
Experts at Kantar praised the campaign for its “skillful use of humor and compelling storytelling,” noting how effectively it delivered its message while entertaining audiences. Recognition from the Creative Effectiveness Awards underscores not only the campaign’s originality, but also its tangible impact with real consumers.
A standout example of effective brand storytelling
With the 'Break Better' campaign, KitKat has proven that even in a digitally saturated world, simple, relatable storytelling still holds immense power. By tapping into the universal need for rest and reflection, the brand has elevated its message beyond chocolate—positioning itself as a companion for moments of calm.
Consumers looking to experience the campaign or learn more about KitKat can visit www.kitkat.com.
Take a break—because you’ve earned it.