Phone Break by KitKat

Have a break, have a…?

Yeah, you already know it!

That iconic line has been around for over 60 years, and in 2025, it made a comeback not as a throwback, but as a cultural check-in. KitKat’s “Phone Break” campaign wasn’t just about chocolate. It was about how attached we’ve become to our screens, and how rare it is to take a moment just for ourselves. Not to answer a text. Not to scroll. … pause.

I first stumbled upon the campaign while watching videos late at night - ironically, on my phone. It wasn’t loud or trying to go viral, similar to Pepsi's Thirsty for More campaign. It just showed something eerily familiar, like people sitting alone, waiting for a train, standing in elevators, hanging around in coffee shops, all the moments where we instinctively reach for our phones. But instead of a phone, they were holding a KitKat.

No dramatic music. No voiceovers. No fancy transitions. And yet, I couldn’t stop thinking about it.

Picture Credits: Ibbonline

About the KitKat Phone Break Campaign

The KitKat “Phone Break” campaign was created by VML Czechia and released globally in early 2025. What made it stand out wasn’t that it tried to reinvent KitKat’s messaging, but that it doubled down on it. The brand took its classic line - “Have a break, have a KitKat”, and asked a painfully relevant question: When was the last time you had a real break?

The ad leans into a powerful truth: we now spend an average of 4 hours a day on our phones. And most of that time? It’s not productive or meaningful. It’s filler. Auto-scroll. Reflex. The campaign never scolds you for it, but it does quietly nudge you to think about what those hours add up to.

What KitKat did was simple. It didn’t push a lifestyle. It didn’t ask for a commitment. It simply said, 'Here's another option.' One that feels small, light, and genuinely enjoyable.

What Worked

Honestly, the simplicity is what hit hardest. There’s no overstated drama. The visual metaphor - swapping the phone for a KitKat - does all the talking. You don’t need to overthink it. And maybe that’s what made it so effective. It wasn’t trying to be preachy or over-ambitious. Just present.

The campaign also managed to speak to a wide audience. Whether you’re 16 or 60, you’ve had moments of automatic scrolling. And whether you want to admit it or not, you’ve probably craved a little more space in your day to just not be staring at a screen. KitKat tapped into that feeling without sounding self-righteous.

Most importantly, it stayed true to the brand, just like Ikea did during its Hidden Tags campaign. KitKat didn’t try to be something it’s not. It didn’t chase trends or try to go futuristic. It simply reimagined its core message for today’s attention economy. In a way, it reminded everyone that the original break-time snack still knows what a break should feel like.

Picture Credits: Marketing Initiatives

What Could Have Been Better

This campaign had heart. It had timing. It had insight. But what it didn’t fully have was follow-through.

The message was clear, but once you watched the ad, that was it. There was no obvious next step. No reason to return to it. No way to interact with it. You just... saw it, nodded, maybe shared it with a friend, and moved on.

And while that can work for brand awareness, the idea here had the potential to be so much more. KitKat had a perfect opportunity to make this not just a moment, but a habit. A ritual. Something people could do every day. Even something silly like “Tag your #PhoneBreak” once you’re back online could’ve added a bit of traction. Yes, it’s ironic to ask people to post about being offline. But that’s the world we live in. Sharing has become part of how we reflect, and acknowledging that wouldn’t have hurt the message - it could’ve strengthened it.

The campaign also could’ve gone deeper in terms of context. Imagine integrating this into office break rooms, universities, or travel hubs. Places where people are already pausing, usually with their phones in hand. A clever placement there could’ve turned the campaign into a quiet public movement, not just another digital thought piece.

Even small changes to KitKat’s packaging could’ve reinforced the behaviour. A wrapper that says “Take five and look up” or “Break from your screen, not your snack” could’ve turned the product into the reminder itself. Subtle nudges that keep the idea alive, long after the ad disappears from your feed.

Video Credits: VML

My Take as a Marketing Student

This campaign did something I admire deeply, is that it kept things simple without losing depth. KitKat didn’t overcomplicate it. They saw a cultural habit, they recontextualised their message, and they let the creative breathe.

It’s a reminder that you don’t always need to say something new. Sometimes, you just need to say the same thing in a way that makes sense right now. And for a brand that’s been saying “Have a break” since forever, this was one of the most relevant takes they could have offered.

Still, from a student lens, I can’t help but want to push it further. I think the best campaigns don’t just make you feel something once; they create a loop. They start to live in your world a little. And that only happens when the message follows you into your habits, your spaces, your routine.

KitKat started the conversation. But I think it could’ve done more to make people stay in it.

Campaign Scorecard

Element	Score (Out of 10)
Concept and Originality	7.5
Strategic Relevance	7.0
Consumer Engagement	6.5
Visual Storytelling	7.5
Brand Integration	9.5
Overall Score	7.6

Final Thoughts

“Phone Break” wasn’t just a clever idea. It was a reflection of where we are - tired, overstimulated, and looking for the smallest excuse to stop and breathe. KitKat handed us that excuse, without making us feel bad about it. It didn’t ask for much. Just a pause. A moment.

And honestly, that’s what the best brands do. They don’t need to change your life. They just show up at the right time with the right words.

So next time you catch yourself reaching for your phone for no reason, maybe don’t. Maybe reach for a KitKat instead. You’ll still scroll later. But for a moment, you’ll have a break that actually feels like one.

Found this campaign insightful? Check out my analysis on Jaguar Type 00.

~ Siddh

Breaking down campaigns one story at a time.

TL;DR - Campaign Snapshot

Campaign Name: Phone Break

Brand: KitKat

Agency: VML Czechia

Industry: Confectionery / FMCG

Format: Short brand film with visual storytelling, screen addiction insight

Launch Date: June 2025

Objective: Modernise a classic slogan, spark reflection on screen time, and drive emotional relevance

Key Insight: The Average person spends 4+ hours on their phone daily - KitKat positions itself as a more mindful alternative

What Worked: Simple but powerful visual metaphor, strong brand consistency, culturally relevant timing

What Didn’t: No interactive component or follow-up, limited consumer engagement beyond initial awareness

Student Take: A thoughtful and on-brand move that felt modern without forcing it, but needed more to turn insight into habit

Overall Score:7.6/10