Global confectionery brand KitKat has launched a new campaign that transforms the everyday dash symbol into a visual reminder to pause and take a break, reinforcing the brand’s long running “Have a break, have a KitKat” platform.
The campaign, conceptualised by Canadian creative agency Courage Inc., reimagines the dash commonly seen in schedules, travel routes and digital file names by replacing it with a segment shaped like a KitKat bar. The idea highlights the space between two moments as the perfect opportunity for a break.
In the campaign visuals, familiar pairings such as ‘9–5’ work hours, ‘YYZ–JFK’ flight routes and even version updates like ‘final.ppt–finalv2.ppt’ appear with the dash replaced by the chocolate bar shape. The simple visual cue links everyday transitions with the brand’s signature break moment.
According to the agency behind the work, the dash symbol already represents a pause between two things, making it a natural fit for the brand’s long-standing positioning around taking breaks. By highlighting a symbol people encounter frequently in daily life, the campaign embeds the brand within familiar routines rather than interrupting them with traditional advertising messages.
The campaign is being rolled out across out of home placements, digital platforms, social media and streaming environments, including integrations on platforms such as Netflix. The executions focus on minimal design elements including bold typography, the brand’s signature red background and the instantly recognisable KitKat bar shape.
First introduced in 1935 and produced globally by Nestlé, KitKat has built its marketing identity around the concept of taking a break, making the dash based creative a natural extension of the brand’s decades long positioning.
