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.