KitKat's #MyBreak: Gen Z Redefines Snack Time

Embracing Individuality: #MyBreak Contest

KitKat, the beloved chocolate brand, is shaking up the norm with its latest national campaign, "#MyBreak," inviting Gen Z Canadians to indulge in their own unique way. The campaign, spearheaded by agency Thrive, not only promotes self-expression but also offers participants the chance to see themselves on street posters across the GTA.

A Fusion of Digital and Real: User-Generated Content

In a world where breaking norms and challenging conventions is celebrated, KitKat is positioning itself as more than just a chocolate bar; it's a symbol of individuality and innovation. Riona Coller, Nestlé Canada's marketing leader for confectionery, emphasizes this, stating, "We understand their need [Gen Z] to break norms, challenge conventions, and forge their own paths."

Diverse Media Mix: Engaging with Gen Z

The heart of the campaign lies in user-generated content. Canadians are encouraged to share their KitKat moments on social media using the brand's tag for a chance to feature on street posters. It's a brilliant fusion of digital engagement and real-world visibility, catering to the preferences of today's digitally savvy audience.

Breaking Boundaries: Innovative Ad Campaign

But the innovation doesn't stop there. KitKat's media plan is as diverse as its audience's tastes. From Spotify playlists to out-of-home (OOH) ads, TV spots, influencer collaborations, and social media campaigns, the brand leaves no stone unturned in reaching its target demographic. The ads themselves are quirky and relatable, showcasing the myriad ways people enjoy KitKat, from unconventional snack pairings to unique eating rituals.

Strategic Approach: Maximizing Visibility

Coller outlines the media strategy, which focuses on maximizing visibility, driving awareness, and engaging with consumers authentically. By leveraging key windows of receptivity and employing precision targeting, KitKat aims to make its mark in the minds of young, spontaneous Gen Z audiences.

Celebrating Diversity: Understanding Gen Z

The campaign is a culmination of years of observation and understanding of consumer behavior. KitKat recognizes the value Gen Z places on individuality and celebrates their diverse approaches to breaks. As Coller puts it, "We're all about breaking boundaries, and who better to do that with than the generation that thrives on defying expectations?"

Creative Leadership: Driving Impact

With Courage leading the creative and strategy, and Citizen Relations managing PR and influencer relations, KitKat's #MyBreak campaign is poised to make waves in the Canadian market. So, whether you're savoring your KitKat Pops in front of a 15-foot python or breaking your bars into a sandwich, remember, with KitKat, it's always "Your Break, Your Rules."