What do AI technology and KitKat have in common? At first glance, nothing. But delve a little bit deeper, and you’ll find that they both need a break.
In episodes 13 and 14 of the Brands & Campaigns podcast, host Camden Bernatz dives into the behind-the-scenes story of KitKat’s viral AI-infused ad campaign: “Have AI Break”. This innovative campaign cleverly intertwines KitKat’s iconic “have a break” slogan with the newfound concept of giving artificial intelligence a break.
The Sweet Twist Behind the Campaign
Matt Miller and Tommy Young, ACD writer and art director from the Courage Agency in Canada, led the team behind KitKat’s “Have AI Break” campaign. They discovered that AI, when given a break before answering questions, provided better and more accurate responses. This insight perfectly aligned with KitKat’s message and set the stage for a groundbreaking campaign.
The Power of Simplicity
The primary goal of the KitKat campaign was to drive brand recognition and engagement. Matt and Tommy aimed to make the “Have a Break” concept relevant to consumers in a unique way, incorporating clear nods to KitKat throughout the video.
But the beauty of the “Have AI Break” campaign truly lies in its simplicity. By taking a universally understood concept—everyone needs a break—and applying it to artificial intelligence, KitKat created an instantly relatable and intriguing narrative. This creative twist not only reinforces the brand’s iconic slogan but also connects with modern audiences fascinated by technology. The ad’s simplicity allows the message to be clear and impactful, avoiding the pitfalls of overcomplicated or convoluted campaigns that can lose consumer interest.
Navigating Challenges and Embracing Flexibility
Incorporating AI technology into a video campaign presented its own set of challenges for the KitKat team. Navigating legal considerations and maintaining flexibility in the campaign’s creation were crucial. By listening to their environment and allowing ideas to evolve naturally, they were able to craft a campaign that felt both innovative and true to the KitKat brand. This approach not only fosters creativity but also ensures that the campaign remains relevant and resonates with the target audience.
Real-Time Insights: The Key to Creative Success
Discussions in both episodes emphasized the necessity of being nimble and flexible in any marketing strategy, highlighting that real-time opportunities and insights are invaluable. Forcing an idea rarely leads to success: instead, simple concepts could spark a plethora of creative ideas.
Focusing on gathering information and staying open to diverse sources of inspiration is key to creating impactful and meaningful advertising. Matt explained, “Insights can come from anywhere…if you put your ear to the ground more and listen and just look for stuff, you know, eventually you’ll find something that hits and hits for your brand.”
The Essence of Impactful Advertising
The KitKat “Have AI Break” campaign is a testament to the power of simplicity and creativity in modern advertising. By intertwining a universally understood concept with contemporary technology, KitKat has not only reinforced its iconic “have a break” slogan but has also resonated deeply with a tech-savvy audience. The campaign’s success underscores the importance of flexibility, real-time insights and a willingness to adapt to new ideas.
As Matt Miller and Tommy Young have demonstrated, staying attuned to the environment and drawing inspiration from a myriad of sources can lead to groundbreaking and effective marketing strategies. Ultimately, whether it’s a chocolate bar or an advanced AI system, everyone—and everything—needs a break.
Stay tuned to the Brands & Campaigns podcast for more discussions that dive into the heart of creativity and marketing, or contact EKR if you need marketing assistance. And don’t forget to take a break with KitKat – perhaps even an AI needs one too.
