CREATIVE CAMPAIGNS

KitKat leverages its famous tagline and gives it a modern twist

By our African Marketing Confederation News Team | 2025

Campaign suggesting it’s time for modern consumers to ‘Take a Phone Break’ wins an Outdoor Grand Prix at Cannes Lions 2025.

Confectionary brand KitKat and its creative agencies in the Czech Republic, VML Czechia and Mindshare CZ, have won an Outdoor Grand Prix at Cannes Lions 2025 for a campaign titled ‘Phone Break’.

A scene from the Cannes-winning campaign. Photo: KitKat

The campaign is a modern twist on the famous ‘Have a Break, Have a KitKat’ tagline that made its debut in 1957 and brought acclaim to ad agency J. Walter Thompson and the tagline’s copywriter, Donald Gilles. 

 

KitKat’s 2025 version of the venerable campaign pokes fun at how people take breaks today in our mobile phone-obsessed world – although, interestingly, the iconic tagline is not actually used. 

 

Instead, it shows people in mundane everyday situations like standing in line, going for a drink with someone, or waiting for a bus. But instead of being on a phone in each scenario, they are engaging with a KitKat chocolate bar which has replaced the ubiquitous phone in their hands. 

 

Campaign channels the iconic tagline 

 

Comments the ad industry website Famous Campaigns: “The work cleverly channels the iconic tagline – without plastering it across the ads and taps into habits we all recognise. The result? A gentle roast of our collective screen addiction and a quiet nudge to put down the phone and pick up a KitKat instead. 

 

“Science backs KitKat’s message: 91% of people feel better after going offline for two weeks. With screen time averaging nearly four hours a day, maybe it’s time to reach for chocolate, not tech.” 

 

Outdoor Lions Jury President Keka Morelle, Chief Creative Officer for Latin America at Ogilvy, says of the creative: “[A] masterclass in outdoor. Without words or logos, it communicates a strong message through a beautifully crafted image. It captures the moment we’re living in, reinforces the brand’s concept, and immediately sparks reflection – holding up a mirror to our screen addiction.” 

 

You can watch a YouTube video of the campaign here. 

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.