Kit Kat to drop 'have a break' slogan

"Have a break, have a Kit Kat", one of the UK's most familiar advertising slogans, is being dropped after almost half a century because it is no longer stimulating sales of the chocolate-covered wafer.

From now on, the brand will be promoted with the line: "Make the most of your break." Nestle Rowntree, the brand's manufacturer, claims that although the slogan was well-known, it was not motivating enough people to buy more of the product.

The move is one of a number of radical changes introduced by Chris White, the controversial New Zealander who joined Nestle Rowntree as the managing director at the end of last year. White said this week of the old slogan: "It doesn't work any more."

The new slogan will make its debut next month in commercials which are being shot by J. Walter Thompson in New Zealand and Australia.

Nestle Rowntree said the decision to switch slogans reflected the fact that Britons no longer needed to be persuaded to take breaks.

Nevertheless, White has left open the possibility that the "Have a break" line, which first appeared in 1947, could be revived within the next five years "when we have re-established the relevance of the brand".

- Perspective, p25.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content