When it comes to brand slogans, few are as familiar as Kit-Kat's 'Take a break'. The line has inspired all sorts of ingenious branding concepts over the years, from lockdown posters to digs at AI. Now, the slogan is taking up residence on the iconic Kit-Kat logo itself – in visual form, at least.
Titled 'Little Breaks', Kit-Kat's latest delightful print campaign features tiny characters nestled in various corners of the Kit-Kat wordmark, depicted in the act of taking a break – reading, strumming a guitar, and more.
(Image credit: VML)
Created by creative agency VML, the campaign is a testament to the iconic nature of not just one, but two elements of Kit-Kat's brand identity. The close crops on various details of the Kit-Kat wordmark are hardly going to cause viewers trouble in identifying the brand – that bright red logo is famous enough.
And it was a smart move not to spell out the concept by slapping the text 'take a break' on these ads – plenty will be savvy enough to make the connection.
(Image credit: VML)
Indeed, Kit-Kat has been on strong form when it comes to viral advertising lately. The brand's response to the recent Kit-Kat heist was a masterclass in turning a potential PR disaster into marketing gold.
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