Kit Kat: Don’t forget to ask AI to ‘Have A Break’
With the rapid advancement of technology, AI is becoming more prevalent in our lives, and according to the Harvard Business Review, AI can benefit a wide range of industries. From the advertising cases that have made themself widely known outside of the circle in 2023, we can see that in the digital age, AI is an important part of marketing.
Well-known AI advertising cases:
Coca-Cola released the ad “Masterpiece” under the brand concept of “Real Magic”, and used the Stable Diffusion technology of AI, 3D and real shooting technology to transform the two-dimensional static painting into a three-dimensional gallery scene, showing consumers a journey of artistic imagination.
- VisitDenmark — The Mona Lisa, Van Gogh, and other iconic artworks and monuments have come to life through AI & ChatGPT.
Visit Denmark uses AI making the world’s famous paintings to speak out, hoping that tourists explore Denmark to discover more adventures.
Recently, I saw a very creative ad from Kit Kat Canada with an AI element released two weeks ago, the ad basically says that according to Google research, when you ask AI a question, it is more accurate when you ask it to take a break.
I love this ad sooo much! What a wonderful and creative ad! Why do I praise this advertisement so much?
The reasons are as follows:
- Take the perfect opportunity with AI.
With the rise of Gen Z, the first true digital natives, how to capture Gen Z in marketing has become a big challenge for brands. Kit Kat leveraged the current hot topic of AI to create this breakthrough and unexpected ad keeping with brand relevance to talk to the growing Gen Z audience and reinforce key brand messages around rest. Surrounding AI and ChatGPT is a great opportunity for Kit Kat to live its own brand message.
- Resonate with the audience.
Everyone needs a break, no matter what role or what situation you’re in. Students are overwhelmed by too much homework, workers are anxious because they can’t get their work done, or there are too many chores waiting for you to deal with…
The idea behind the ad of Kit Kat “Have AI Break” is simple, ‘AI needs a break, people need a break even more’, and it easily resonates with customers.
- Consistent tagline and visual.
Since 1958, Kit Kat has never changed its slogan “Have a break, have a Kit Kat”. The slogan appears in their packaging, online and print ads. The package of Kit Kat has a red wrapper, this ad is visually consistent with its package, with red as the background color.
Kit Kat ad uses red color, which makes people’s eyes bright, and its famous tagline ‘Have a break, Have a Kit Kat’ makes audiences feel familiar. This is a very successful advertisement especially when it combined with AI!
