Kit Kat Ad Analysis
The Kit Kat ad, “Home Office” is a brilliant usage of current events to promote their product. The ad features the words “Home Office” in white font against a red background (matching the color scheme of their branding), with a single Kit Kat bar blocking the word Office as if it were a strikethrough.
The ad is designed to capitalize on the trend of working from home due to the COVID 19 pandemic and suggests that Kit Kat is the perfect break-time snack for remote workers.
A History of Kit Kat Ad
Rowntree’s of York, United Kingdom, invented the Kit Kat, a chocolate-covered wafer bar confection currently produced worldwide by Nestlé (who acquired Rowntree’s in 1988). The only exception is in the United States, where it is produced under license by the Hershey Company’s H. B. Reese Candy Company.
The standard bar comprises two or four pieces. Each of which is made up of three layers of wafer separated by a chocolate layer. Each finger on the bar can be broken off individually. Kit Kats come in a variety of flavors, including milk, white, and dark chocolate.
This chocolate candy was first touted as “the biggest little meal” and “the perfect companion to a cup of tea”. When they were first introduced in the 1930s. Kit Kat was marketed as a helpful wartime snack during WWII. With the slogan “what active people need.” In 1951, the first Kit Kat poster was released. As well as in 1969, the first color television commercial was broadcast.
“Have a break…have a Kit Kat” has been Kit Kat’s slogan in the UK and worldwide since 1957. The break portion of the tagline is a play on the fact that Kit Kats are designed to be broken off individually before eating.
The importance of this tagline was apparent when Nestlé attempted to trademark the “Have a break” portion in 1995. Thus causing the European Court of Justice to send the case back to the British courts after a ten-year legal struggle that rival Mars disputed.
Kit Kat’s Newest Ad
Kit Kat’s current ad continues with its “Have a break” motif, with a twist. The ad is designed to capitalize on the COVID 19 pandemic. Which has forced many people into working remotely from home.
Using the single Kit Kat bar as a strikethrough on the Office portion of the term “Home Office”. Implying that workers need to take breaks and have snacks to stay productive, even working from home. This is reinforced by using the classic “Have a break” tagline under the logo on the bottom.
The ad’s strategy looks to target the new home-based workforce. Which has grown exponentially since the onset of the COVID 19 pandemic. It serves as a reminder that Kit Kat is still available as a break-time snack. No matter where you are currently working from.
The ad is effective because it ties into the current issues (COVID 19 and the common need to work from home due to public safety). In addition, it serves as a reminder that, while you may be working from home during these troubling times, there’s no reason not to take small breaks throughout the day.
The target audience in this ad is clearly remote home-based workers (the ad shows “Home Office” in the text). The ad speaks to these people by reminding them that they shouldn’t neglect breaks because they aren’t in a traditional office space.
What the Ad Says About Kit Kat
This ad shows that Kit Kat’s marketing keeps up with the times and seeks to make the best of a bad situation. It also shows they are on top of current trends (working from home) and are looking to attract the new remote workforce on their terms.
The takeaway message here is that Kit Kat can be enjoyed as a quick break snack, even when you’re at home working for your company remotely. The ad suggests that nothing should hold you back from taking these breaks and enjoying Kit Kats.
The color scheme of the ad evokes the classic Kit Kat red packaging. Which is so iconic it is instantly recognizable. Even from a distance, it is clearly a Kit Kat advertisement. This is reinforced by the inclusion of the single Kit Kat bar in the center. In addition, the ad is simple and to the point. Indicating that you can enjoy Kit Kat whenever and wherever you are.
It’s immediately apparent that the ad is targeting a specific audience: remote home workers. The term “Home Office” is clearly visible, along with the single Kit Kat bar in the center of the screen. This reinforces that message while also drawing your attention to the main image and making you want to learn more about it.
Kit Kat made a bold choice in choosing a niche target audience instead of the usual broader appeal. However, considering the prevalence of COVID 19 in the news cycle, this was a smart call. It ties their product into current events nicely without seeming opportunistic. It simply reinforces Kit Kats’s long-established position as a break-time snack, no matter where you happen to be.
In conclusion, we’d rate this ad as a solid win. It is well designed and appears to be an effective strategy for Kit Kat’s targeted audience. Remote workers will often have downtime during their workday, including taking breaks between tasks.
The classic “Have a break” slogan reinforces the idea that you should never pass up a Kit Kat break. No matter where you are. In addition, the color scheme and branding of the ad are reminiscent of classic Kit Kats. Therefore, making it immediately compelling just based on looks alone.
This ad works because it speaks directly to a large section of people. Those who have been forced into working from home for their company due to COVID 19. It also serves as a reminder that it’s easy to take breaks in the middle of your workday. Moreover, even encourages us to do so.
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