Have AI Break

Kitkat · 2024

Brand: Kitkat Agency: Courage Canada Food & Beverage2024

3 awards: ANDY Awards · Cannes · New York Festivals

AI Overview

KitKat hacked AI language models by prompting them to 'Have A Break'—grounded in Google DeepMind research showing that asking chatbots to pause improves accuracy. The campaign merged brand tagline with functional AI optimization, turning the prompt into a viral behavior across ChatGPT, Gemini, and CoPilot users.

Strategic insight

A brand doesn't insert itself into new spaces by chasing trends; it finds the structural insight that makes its existing message suddenly functional in the new context. KitKat's 'break' was always about performance optimization—now it was literally that for AI.

Earned Reach

The video became one of the most shared in the AI community, driving influential tech voices and Google employees to repeatedly use the tagline as a functional prompt. The campaign generated 80 million organic impressions with a 280% Media ROI, surpassing industry benchmarks.

The Format

An animated, shareable online video designed to educate rather than pitch—visually inspired by AI chatbot interfaces but anchored in unmistakable KitKat iconography. The format itself demonstrated the idea: AI-native aesthetic carrying a human brand message.

AI Overview

Strategic insight

Earned Reach

The Format

Start free. 5 campaigns a week.