Nestlé Have AI Break, Have A KitKat: The anatomy of a campaign

Surely overworked AI needs a break too? That’s the message of the new campaign from Nestlé and KitKat. Sookio Bootcamp attendee Saira Akhtar explores this timely campaign from the global confectionery brand.

With the rise of AI chatbots and automated tech solutions, finding the balance between individuality and conventionality is arguably a fine line. However, Nestlé seems to have found its sweet spot with its latest KitKat Have A Break campaign which showcases an AI chatbot as a research tool used by the public to answer numerous questions. And presents an opportunity to use their enduring tagline Have a break, have a KitKat, which this vintage brand has been using since 1957.

The campaign plays on the different narratives surrounding technology by humanising the machine to suggest - like its human counterparts - when overworked, AI also requires a break.

KitKat Canada worked alongside Toronto advertising agency Courage to bring the chocolate brand campaign to life. Inspired by research from Google DeepMind, the agency played on the idea that as well as humans, tech also requires a break to perform better.

The creative directors at Courage created a small team that ran questions through ChatGPT, collecting their favourite questions and answers, and used this to develop the concept, narrative and campaign. Courage is also known for its work with brands like KFC Canada and Cracker Barrel, where they’ve developed similarly impactful and creative food marketing campaigns.

The campaign launched in January 2024 and primarily targeted social media platforms. The content was delivered in multiple formats, including videos and social media posts.

How successful was the KitKat Have AI Break campaign?

The campaign earned 9 million organic impressions, with no paid media in its first week. In total, the campaign has earned over 3.5 billion organic impressions to date. The campaign boosted Kit Kat’s social engagement by 18% and increased brand love by 250%. It was also shared by influential voices in the tech and AI community (such as Allie K Miller), university professors and Google employees. 

The ad targeted a broad audience, including tech enthusiasts, AI professionals, and the public, especially those active on social media and interested in technology and innovation​. It encouraged viewers to reflect on the importance of breaks through its content rather than a direct call to action.

The campaign was effective because it merged a timeless brand message that KitKat has been pushing for around 80 years with current cultural trends, making it relevant and engaging. Compared to other KitKat chocolate marketing campaigns, this one stood out due to its innovative approach to a well-known slogan, making it a continuation yet an evolution of KitKat’s branding efforts.

More KitKat AI marketing campaigns for inspiration

However, this hasn’t been KitKat’s only AI campaign. KitKat Australia and New Zealand ran a campaign last year with a more humorous tone mocking AI capabilities and touching on the debate on whether AI will replace humans in their jobs.

How effective was the KitKat Have AI Break campaign?

The campaign was well received by its audience and was a great way to merge the world of AI with the human world. The sentiment was one of appreciation and positivity as the campaign cleverly used KitKat's tagline to build on similarities between AI and the human experience.

The discussions around AI across industries and different sectors debate the positives and negatives of AI; the move by KitKat showed quick thinking in launching the campaign at a time when discussions are at their peak. The perceptive brand has not only successfully capitalised on the cultural relevance of AI but also benefited from the conversation surrounding it.

The success of this campaign will likely encourage KitKat to continue blending its traditional messaging with modern, culturally relevant themes. The positive reception and engagement metrics suggest that future campaigns might continue exploring the intersection of technology and human behaviour, possibly incorporating even more interactive or multimedia elements to maintain audience interest.

Take a bite out of the Sookio blog

This post was written as part of Sookio Bootcamp 2024, in which we analysed successful marketing campaigns. Take a look at our analysis of Nike, Apple iPad pro and Down Syndrome International.

And get in touch if you’d like your own marketing strategy to hit the sweet spot!