KitKat plays with legendary ‘Have a’ tagline and everyone gets it

London, UK:

Wunderman Thompson UK has partnered with KitKat Chocolatory to demonstrate how iconic their tagline is, using only five letters to prove the enduring power of a consistent brand message.

A unique type of #DOOH poster went live at the O2 arena in London, which brought the spirit of the brand to life in a way that only KitKat can… by taking a break halfway through creating the ad. The poster shows only the five letters of ‘Have a’ in white text on a distinctive red background, with the space bar blinking where you would expect to see the word ‘Break’. In a survey, well over half of people not only identified the brand, but also understood the brand message, demonstrating the power of the ‘Have a Break, Have a KitKat’ tagline.