When users answer the phone, a recorded message on the other end will coach them through things to say to give them an excuse to duck out. Since consumers' working habits have fundamentally changed, the company decided to launch the new campaign to focus on enabling people to take breaks.Īmong the campaign elements will be a mobile application called the Break Assist that will offer 'tools' to help workers get away from their desks or from a meeting for a few minutes' respite.įor example, the application can trigger a fake phone call, arranged by the user either immediately or at a preset time. For us it really is about supporting the brand,' said Jan Fuller, director of marketing for confectionery at Nestlé Canada. 'Our marketing budgets are tight as well, but our priority is Kit Kat.

In a global climate where marketers' expenses are squeezed, it is unusual to see a company spend more than it has to simply based on a good idea – as ad agencies fighting for budgets well know. While the confectionery space is competitive, with multiple brands jockeying for snackers' pocket change, Nestlé has not seen any signs of rapid growth from its competitors.

The puzzling thing about this is that the competitive landscape has not changed much for Nestlé: According to the company, Kit Kat is the best-selling candy bar in the country.

It was a good enough insight to prompt Nestlé to spend more money advertising its candy bar in Canada than it has in its 78-year history.

Kit kat take a break