Nestlé’s beloved KitKat’s chocolate brand, KitKat, has secured a prestigious second-place ranking in Kantar’s 2025 Creative Effectiveness Awards within the highly competitive TV advertising category. This recognition places the brand among the most impactful global advertisers and highlights the exceptional quality of its most recent campaign, “Break Better.” Kantar’s awards, renowned for their rigor and credibility, are grounded in consumer feedback and thorough research. Each year, Kantar evaluates thousands of advertisements from around the world, measuring both creativity and effectiveness to spotlight campaigns that not only stand out but also resonate deeply with audiences.
KitKat’s accolade is a testament to the success of the “Break Better” campaign, which Kantar’s experts have lauded for its masterful use of humor, relatable storytelling, and emotional relevance. These elements combined to deliver a memorable message that extends the legacy of KitKat’s iconic tagline—“Have a Break, Have a KitKat”—while refreshing it for today’s fast-paced, digital-first world.
A Modern Twist on a Classic Message
At the heart of “Break Better” lies a universal insight: modern life has become overwhelmingly demanding, with constant connectivity and digital distractions making it harder than ever to pause and enjoy a genuine moment of rest. The campaign cleverly builds on KitKat’s long-standing identity as a symbol of taking a break. But instead of simply repeating the brand’s historic slogan, it reinterprets the idea of a “break” through a contemporary lens—one where people are struggling to unplug from work emails, incessant group chats, and never-ending video calls.
The central advert, which was tailored for local audiences across more than 60 countries, follows an overwhelmed office worker as they are bombarded with work-related messages and meetings. The chaos reaches a crescendo until the moment they open a KitKat bar. That simple act becomes a powerful symbol of release. As the chocolate is unwrapped, the interruptions fade away, and the individual is finally able to enjoy a real, undisturbed break.
The ad’s soundtrack—a local rendition or direct use of Queen’s legendary song “I Want to Break Free”—adds a powerful emotional punch. The song’s title and tone reinforce the central theme: everyone deserves a break, and KitKat is the perfect companion for that moment of freedom.
A Global Campaign Rooted in Local Relevance
One of the major strengths of the “Break Better” campaign lies in its ability to blend global strategy with local execution. While the overarching narrative and creative concept were developed centrally by Nestlé, the campaign was adapted for different markets to ensure cultural relevance. Local celebrities were featured in various versions of the ad, enhancing relatability and deepening emotional connection with consumers in each country.
This hybrid approach reflects Nestlé’s broader marketing strategy—balancing the efficiencies of a centralized campaign with the authenticity of localized messaging. It also allowed the campaign to leverage universally understood experiences, like digital fatigue and workplace stress, while incorporating local nuances that made the campaign more resonant and impactful.
Multi-Channel Execution and Strategic Partnerships
“Break Better” wasn’t just a TV spot—it was a comprehensive, multi-platform campaign rolled out across an array of media formats. Alongside television, the advertising was pushed through video-on-demand platforms, digital out-of-home installations, social media channels, and prominent in-store displays. This diverse media mix ensured that the campaign could reach consumers wherever they were—whether commuting, shopping, scrolling, or relaxing at home.
Nestlé also worked closely with influencers and digital creators in multiple regions to bring the campaign to life in new and relatable ways. These creators shared personal stories and humorous takes on how constant digital interruptions affect their own lives, further reinforcing the campaign’s core message and building organic engagement across social platforms. This influencer strategy was particularly effective in connecting with younger audiences, who are often most affected by digital overload and are highly receptive to content that feels genuine and relatable.
A Strategic Move in Nestlé’s Broader Growth Agenda
The success of the “Break Better” campaign is not just a creative milestone; it’s a strategic business move. KitKat is one of Nestlé’s most recognized and profitable global brands, and its marketing push reflects a broader shift within the company. As part of its long-term growth plan, Nestlé has committed to significantly increasing advertising and marketing investment for its top-performing brands. The goal is to raise advertising spend to 9% of sales by the end of 2025—a clear signal of the company’s commitment to brand-building as a lever for sustainable growth.
“Break Better” is one of the first major outcomes of this enhanced marketing focus. The campaign was co-created by Nestlé’s central brand team and local market teams, ensuring both strategic alignment and regional flexibility. This co-ownership model not only streamlines creative production and ensures brand consistency but also allows for more efficient delivery of high-quality digital assets at scale.
Industry Recognition and Brand Momentum
“This is a great recognition for KitKat’s first truly global campaign and a confirmation that our new creative approach works,” said Corinne Gabler, Head of Confectionery at Nestlé. “It showcases the power and creativity of KitKat, demonstrating our ability to engage further with consumers and continue the brand’s expansion worldwide.”
The recognition from Kantar adds to KitKat’s momentum, reinforcing its position not just as a category leader in confectionery, but as a brand capable of shaping culture and conversation. It also affirms that creativity, when combined with consumer insight and strategic media execution, can deliver powerful results both in terms of brand perception and business performance.
