Kit Kat's ‘have a break’ tagline becomes a platform for talking about mental health

Limited-edition wrappers in Australia merge the brand’s motto with charity’s purpose.

Published On
Aug 18, 2020

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Kit Kat’s worldwide tagline “Have a break…Have a Kit Kat” and the well-known U.S. jingle that demands “Gimme a break…break me off a piece of that Kit Kat bar” are meant to get people to stop what they’re doing and relax with a Kit Kat bar. But the tagline takes on a whole new meaning with the brand’s latest partnership.

Partnering with Australian suicide prevention charity R U Ok?, the Nestlé-owned snack is encouraging people to not only take a break, but use that time to reach out to someone in need and talk. The charity, whose own tagline reads, “A conversation could change a life,” works to inspire connections for those struggling with a number of encumbering mental health issues.

As part of the partnership, limited edition Kit Kat wrappers in Australia will carry the "R U Ok?" label, beginning on September 10, the charity’s own "R U OK?" day. Against a yellow background, the wrappers prompt candy buyers: “Have a break. Ask R U Ok?” Copy below adds, “A conversation could change a life” right next to a link to the charity’s website.

Kit Kat will also serve as the charity’s “Chit-Chat” partner to raise awareness for its 2020 campaign which urges people to continue the conversation after the first inquiry.

“As a brand, Kit Kat is synonymous with taking a break; whether it’s at work or at home, long or short, it’s important to take some time out,” said Joyce Tan, Nestlé’s head of marketing confectionery in a statement. “How that time is spent is also important, which is why we’re proud to partner with R U OK? and encourage people to use this time to have a meaningful chit-chat that could make a difference.”