Since 1958, 'Have a Break, Have a KitKat' has generated decades of profitable brand growth.
This very long-term case sets out the evidence for how the ‘Have a Break, Have a KitKat’ idea has powered growth for the confectionery brand over several decades.
Ranging from the launch of ‘Have a Break...’ in 1958, to expanding breaks in new products, defending breaks when culture turned against them and reinvigorating breaks in a distracted digital world, this case argues that the brand’s core idea has consistently generated value.
Evidence presented for effectiveness includes estimates that ‘Have a Break’ is responsible for incremental revenue of £3.56bn, a lifetime net profit of £677m, and a profit ROI of £2.18 for each £1 invested.