'Have a beak, have a KITKAT' campaign gets some Michael Caton magic | MARKETING Magazine Asia

‘Have a beak, have a KITKAT’ campaign gets some Michael Caton magic


Wunderman Thompson Australia and KITKAT has launched its latest campaign to remind people what a difference a break makes when life’s little frustrations are getting to you. Featuring Australian screen legend Michael Caton, the new campaign transports a series of everyday issues into a more magical setting to build on the longstanding ‘Have a break, have a KITKAT’ platform.

According to a statement released by the agency, the campaign is meant to remind people that whatever the frustration, from remote meeting miscommunications to a lack of space while working from home,  a break will have a positive shift on your perspective, even if only for a few moments. 

“We’ve all been through a great deal of stress in the past year and it’s fair to say that, collectively, we’ve never so desperately needed a break,” said Chief Creative Officer of Wunderman Thompson Australia, João Braga. “Even KITKAT had to borrow a bit of magic this time to help us release our everyday tensions and add a smile to our breaks.”

The campaign enters the wizardry world after the 2019 western world ‘Maps’ and 2017 medieval ‘Katapult’ campaign. The platform resulted in KITKAT Australia reclaiming its position as the leading chocolate bar according to Kantar’s brand health tracker. 

“We’re thrilled to share our new KITKAT brand campaign, which spotlights frustrations people from all walks of life experience every day,” said Head of Marketing, confectionery, Nestlé, Joyce Tan. “Working with onscreen legend Michael Caton and the talented Miritana Hughes, we had a lot of fun creating a suite of assets that show how having a break together can bring perspective to even the most frustrating moments, bringing a bit of magic to your day.”