April 08, 2025
The Break Strategy Behind KIT KAT®’s Next Chapter
KIT KAT® has always stood for one thing: taking a break. But in today’s world – where burnout is constant, multitasking is second nature, and breaks are often viewed as a luxury. That’s why the brand is introducing a new, long-term platform designed to:
- Reignite brand love by bringing fresh storytelling and humor back into the break—reminding consumers why they’ve always loved KIT KAT®, while introducing a new generation to its iconic identity in a bold, modern way.
- Strengthen emotional connection by creating relatable, memorable moments that speak directly to break-deprived audiences – offering lightness, laughter, and real relief when life feels overwhelming.
- Drive cultural relevance by showing up in high-energy, high-pressure moments where breaks feel least possible – whether it’s the chaos of a packed household, the intensity of workplace stress, or the non-stop buzz of major cultural moments like championship season – and offering a fun, visual reminder that everyone deserves to pause.
Together, these pillars build toward one ambitious goal: to create meaningful connection, spark conversation, and reestablish KIT KAT®’s place in culture as the authority on breaks.
Meet the Break Brothers: The Ultimate Protectors of the Break
The Break Brothers were born – four towering, suit-clad figures bring to life the idea that breaks shouldn’t just be encouraged—they should be enforced. Whether it’s vacuuming, finishing your kid’s science project, or handling work emails, the Break Brothers are here to take over so you can truly unplug.
While they appear as one unified force, eight different actors – including professional football players and arena fighters – were cast to give the brand creative flexibility across spots. Importantly, the characters don’t compete with the product; they represent it. Their design, tone, and presence are all in service of reinforcing KIT KAT®’s ownership of the break—visually, humorously, and memorably.
The result is a modern evolution of the brand’s legacy that signals KIT KAT® is not just keeping up – it’s leading the charge in helping the world take better breaks.
How KIT KAT® Is Engaging Consumers Like Never Before
To bring this new platform to life, KIT KAT® is launching a multi-platform campaign that puts the Break Brothers front and center.
The first ad will make its first major debut during the NCAA Men’s Championship Game on April 7. March Madness is one of the most-watched sporting events of the year, making it the perfect stage to introduce a campaign about reclaiming breaks in a high-energy, fast-paced environment.
Beyond that, consumers can expect to see the Break Brothers across ITV, streaming platforms, paid social media, and digital out-of-home (DOOH) placements. The brand is also rolling out engaging social activations, where the Break Brothers will step in to “protect the break” in real-time interactions – bringing the campaign to life in unexpected and delightful ways.
A New Era for KIT KAT®
With the Break Brothers leading the charge, KIT KAT® is reinforcing its commitment to helping people reclaim real, joyful pauses – and in doing so, reigniting brand love, deepening emotional connection, and strengthening its cultural relevance in today’s nonstop world.
Because breaks aren’t just nice to have – they’re necessary. And for KIT KAT®, they’ve always been at the heart of what the brand stands for.
This is just the beginning. Stay tuned – because KIT KAT® is just getting started.