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KitKat Uses Its Packaging To Remind People To ‘Have A Break’ For Mental Health
By Mikelle Leow, 03 Aug 2020
Image via page frederique / Shutterstock.com
KitKat’s famous “Have a Break” slogan carries even more weight during a time when domestic and work lives are delineated.
As the unending coronavirus situation brings more uncertainty, the chocolate wafer brand is rethinking the tagline for a deeper purpose by working with Australian suicide prevention charity R U OK? to encourage people to “share a break” and reach out to strike meaningful conversations with loved ones who might be struggling internally.
As the organization’s new ‘Chit-Chat’ partner, KitKat has tweaked its four-finger wrappers to read, “Have a Break, Ask R U OK?” further reminding shoppers that, “A conversation could change a life.”
Ahead of R U OK? Day on 10 September, KitKat will run a campaign sharing that “there’s more to say after ‘R U OK?’” and shedding light on how customers can approach conversations after a person admits to them that they’re not OK.
Joyce Tan, head of marketing confectionery at Nestlé Australia, explained in a statement via B&T, “As a brand, KitKat 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. 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.”
“We hope by joining forces with R U OK? we can encourage people to use these breaks to drive genuine conversations between people,” Tan added.
The limited-edition packaging will appear across major grocery stores in Australia from end August.
Image via Nestlé Australia
If you or a friend are dealing with suicidal thoughts, please reach out for support as all it can take to save a life is a single phone call. Check here to find the suicide prevention hotline most accessible to your community or where you live in.
[via B&T, images via various sources]
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