KitKat’s Rebellion Against Marketing Clutter: 4 Lessons in Distinctive Appeal

Green background with red and white Kit Kat bars

Table of Contents

  • Ayah
  • May 13, 2024

KitKat chocolate has been tantalizing taste buds worldwide for nearly nine decades. Starting its journey in 1935 as Rowntree’s Chocolate Crisp in the UK, this crunchy sensation dipped in chocolate has become an international sensation. With its ever-expanding lineup of flavors and its knack for reinvention, KitKat’s story is a delicious tale of innovation and flavor-packed fun.

But what’s equally fascinating is the brand’s marketing prowess, which has been on point for years. KitKat’s marketing strategies have been as iconic as its chocolate bars. From catchy jingles to memorable slogans like “Have a break, have a KitKat,” the brand has carved its place in consumers’ hearts and minds.

So, as you’re snapping off a piece of that delicious KitKat bar, take a moment to appreciate how their marketing game has been going strong for years, playing a big part in keeping KitKat as everyone’s favorite snack worldwide.


Peel Back the Wrapper and Take a Peek at KitKat’s World

Kit Kats were created by British confectionery company Rowntree. It was inspired by a worker’s idea for a snack that could fit neatly in a lunchbox. The company wanted to create a chocolate bar for on-the-go consumption without making a mess. The original four-finger design turned out to be a brilliant move.

It became a hit with its mix of crunchy wafers and creamy milk chocolate. Soon after, they introduced a two-finger version in 1936, making KitKat even more popular as a quick snack to brighten your day. After becoming a hit in the UK, Kit Kat set its sights on taking over the world.

Nestlé, a huge food and drink company from Switzerland, bought Rowntree’s in the 1980s, giving KitKat the chance to go global. The iconic tagline “Have a break, have a Kit Kat,” which first appeared in the 1950s, became a massive marketing hit worldwide. It summed up perfectly how Kit Kat is the ideal snack for a quick break during a busy day.

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Double Dip: KitKat’s Journey with Double D Marketing

Double D marketing is like having your signature look (distinctiveness) and also being good at something that nobody else is (differentiation).



According to Double D marketing, successful brand differentiation hinges on two key concepts. First is defining your brand palette by selecting elements that set your brand apart. For KitKat, this includes its logo, vibrant red hue, iconic chocolate bar shape, and signature motto “Have a Break, Have a Kit Kat.”

While these assets may not be entirely original, they significantly contribute to brand recognition and recall. Though not entirely unique, they play a vital role in imprinting the brand in consumers’ minds.



This entails creating connections that resonate with consumers, whether they’re based on features, benefits, higher-order associations, or purpose. Take Kit Kat. They’re all about the idea that taking breaks is a good thing. It’s not a unique idea, but when people think of taking a breather, KitKat pops right into their heads.

If you want your brand to succeed, stick to a few key ideas and keep reminding people about them through your marketing. Kit Kat nails this with their focus on breaks. That’s their thing, and they’ve been hammering this message home in creative and consistent ways for ages. That’s why they’ve stayed on top for so long!


Crunching the Numbers: Kit Kat’s Winning Marketing Strategies

The scrumptious chocolate-coated wafer treat we all adore has pulled out all the stops in the candy game. Here’s a closer look at some of the tactics they’ve used to become a household name.

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1. Defining a brand’s unique market position.

Kit Kat has found its special spot in the chocolate bar market because of its smart branding. They use their famous catchphrase “Have a Break, Have a Kit Kat” to show that their chocolate is the perfect treat for anyone needing a little break in their day, no matter their age.

For years, their promotion strategy has associated their chocolate with breaks in various situations – from needing a mid-day snack to celebrating milestones. This approach establishes KitKat as more than just a chocolate bar; it’s a reward for pushing through hectic schedules.

Staffing firms can learn from Kit Kat’s success in defining their target market and unique value proposition. Position your company as the go-to solution for employers seeking top talent. Highlight your trustworthiness and ability to match the right candidates to job openings. Additionally, emphasize any specialized services that differentiate you from competitors in the industry.


2. Improving products to meet changing needs.

  • KitKat’s success is fueled by its innovation. They keep expanding their range to suit different tastes. They rolled out various versions of KitKats like:
  • KitKat Chunky – for those who want more indulgence
  • KitKat Senses – with creamy fillings like mint and hazelnut
  • KitKat Duos – bars with two types of chocolate
  • KitKat Mini Breaks and KitKat Bites – for easy snacking on the go
  • KitKat Chocolatory – experimenting with fancy flavors like ruby chocolate and matcha green tea


And, they’re committed to sustainability, switching to 100 percent sustainably sourced cocoa in 2016.¹

Staffing firms should also continuously update their services to meet employers and job seekers’ changing needs. This means finding new and better ways to match people with the right jobs, adapting to new trends in the job market, and always looking for ways to improve the recruitment process.

Read More: Your Values Are Important: Here’s What They Do For Your Brand


3. Coordinated marketing messages.

KitKat’s success owes a lot to its Integrated Marketing Communication (IMC) strategy. This strategy revolves around reinforcing the brand’s identity as the perfect break-time companion and they spread that message everywhere: on TV, radio, in print, online, and even in stores.

This comprehensive approach showcases KitKat’s prowess in marketing and demonstrates how they effectively utilize the marketing mix. They’re not just sticking to the basics, though. KitKat keeps things fresh by promoting new products like KitKat Chunky and KitKat Senses with special ads.

They also adjust their campaigns to match big events like the Olympics or the World Cup, showing their agility in adapting their social media marketing efforts. This all adds up to a comprehensive IMC that keeps KitKat relevant and engaging for consumers across all platforms.

Imagine a healthcare staffing firm. Instead of using a uniform approach, they tailor their campaigns to different roles, like nurses, doctors, or medical assistants. They adapt based on factors like location, job requirements, or current demand in specific areas. This flexibility helps them target the right candidates for each position, just like KitKat adjusts its marketing to fit different audiences and occasions.


4. Social media engagement.

The KitKat marketing strategy focuses on three things: connecting with people, showing who they are, and keeping everyone updated about their brand. They’re clever about using different social media platforms.

On Instagram, they share cool campaigns that put a new spin on their famous slogan. One example is their “Celebrate the Breakers” campaign, which shows all the different ways people take breaks. This speaks to lots of people and shows KitKat is there for every kind of break.

Their follower numbers are impressive, too – they’ve got 1 million on Instagram and 25 million on Facebook.² By always talking about breaks and connecting with their followers, KitKat keeps its brand strong and builds a loyal online community.

You can also leverage online platforms to connect with job seekers and clients, show off your brand, and keep everyone in the loop about job opportunities and industry news. Platforms like LinkedIn, Instagram, and Facebook are perfect to share job postings and career advice.

You could also create engaging campaigns or challenges related to job searching or professional development to establish interaction and build a community of followers. Moreover, conducting a Strengths, Weaknesses, Opportunities, and Threats or SWOT analysis can help tailor your digital marketing efforts for optimal impact.



Take a break from the usual routine and collaborate with Allied Insight for guidance, support, or innovative solutions. We know that job seekers are bombarded with countless job postings and recruitment messages, that’s why it’s important to break through the clutter and capture the attention of top talent.

Just as KitKat has rebelled against marketing clutter in the confectionery industry, we can help you in adopting similar strategies to set your company apart from the competition. Call us today, and let’s unwrap the sweet success together, just like opening a KitKat!


  1., 2019,
  2. Gupta, Dev. “Marketing Strategy of KitKat| How Is KitKat Dominating the Chocolate Market.” StartupTalky, 11 Aug. 2022,



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