Brain Food: Slogan Doctor KitKat: Make the most of your break

Here's a product that was market leader for 70 years. The same slogan kept it there from 1957. Would you have changed it? J Walter Thomson's 'Have a break, have a KitKat' scored brilliantly for recognition, but Nestle, owner of KitKat since 1988, concluded that it was so familiar that it didn't sell chocolate. Previously, the product had always rather sold itself, but that was before war broke out among the 'countlines', as these bars are called. Brands were being stretched to snapping point (KitKat Masala, anyone?) and KitKat was in trouble. The plan, it seems, was to shift the bar from leisure treat to workplace comforter. Nestle tried to register 'Have a break', but arch-rival Mars objected that the phrase was not distinctive enough to constitute a slogan. So last summer, after 47 years, JWT came up with a new idea. But unlike the original, 'Make the most of your break' is an order, not an invitation. It's moralistic.

by John Morrish
Last Updated: 31 Aug 2010

It seems to say: 'Learn Greek, go to the gym. But don't just sit there sit there stuffing your face.'

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