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KitKat is here to protect your break in new ad campaign
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Monday, 07 April, 2025, 15 : 00 PM [IST]
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Pennsylvania, USA
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KitKat unveiled its first-ever standalone character-driven campaign - The Break Brothers, a group serving as a four part-symbol of the iconic bar, made in part to illustrate the candy brand's authority over helping fans take a true break. These four towering, suit-clad protectors are on a mission to defend your right to a real, crispy, creamy break. Their job? To handle the chaos so you can enjoy a proper, distraction-free moment—just long enough to snap off a piece of the bar. No multitasking. No interruptions. Just pure, chocolatey pause.
Ryan Riess, vice president of brand strategy and creative development at The Hershey Company, said, "KitKat at has become one of the most recognisable brand identities in the world, from our signature bar snap to our classic jingle. The Break Brothers take that legacy a step further, embodying what the brand stands for: making breaks better, more frequent, and absolutely delicious. They're not just characters—they're protectors of the break and proxies to step in when needed, all in the name of ensuring everyone gets the crispy, creamy ahh moments they deserve."
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