KitKat’s 2023 campaign, "The moment before you snap, is the moment you should break," leverages the brand’s core proposition: offering a simple, relatable pause amid everyday frustrations. The campaign positions KitKat not just as a confectionery treat but as a small, accessible moment of relief and sweetness that helps consumers reset when faced with minor misfortunes. By presenting relatable scenarios—such as receiving an ill-fitting online order, enduring household noise on a day off, or coping with an unfortunate haircut—the campaign underscores KitKat’s role as a mood uplifter, promoting the idea that a break with KitKat can transform annoying moments into something more bearable.
Strategically, the campaign employs locally resonant humour and culturally relevant insights to appeal directly to audiences across Iraq, Morocco, and the United Arab Emirates. This regional focus is reflected in creative executions that highlight common everyday annoyances specific to these markets, creating strong emotional and cultural relevancy. The use of short, witty digital films distributed via social and digital platforms aligns with contemporary content consumption trends, targeting digitally engaged consumers who appreciate bite-sized, humorous storytelling. By integrating these localized narratives and relatable situations, the campaign deepens audience connection while reinforcing KitKat’s universal message of taking a break. Overall, the campaign capitalizes on everyday challenges with light-heartedness, positioning KitKat as a timely, comforting companion in moments of minor chaos within the MENA region’s distinct social and cultural contexts.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This KitKat campaign centers on highly relatable, humorous moments of everyday frustration—such as botched online orders, noisy interruptions, or awkward family situations—each escalating toward a point where someone is about to lose their composure (“the moment before you snap”). KitKat is positioned as the solution by encouraging people to “take a break” and regain composure with a chocolate treat. The narrative cues and problem–solution structure align squarely with ‘Show the Problem,’ where the ad first surfaces a common annoyance or stressor and then provides the KitKat break as the timely remedy, connecting the product directly to emotional relief in an amusing, memorable way.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Mars – Market Positioning
Mars leverages its diverse portfolio of iconic chocolate and snack brands like Snickers, M&M’s, and Twix, focusing on indulgence combined with an emotional connection. The brand emphasizes energy and satisfaction, targeting consumers looking for a quick, fulfilling treat. Mars positions itself as a versatile snacking option with strong global recognition and a consistent presence in convenience and impulse buying occasions.
2. Mondelez International (Cadbury) – Market Positioning
Cadbury, under Mondelez, positions itself as a heritage chocolate brand that combines rich, creamy taste with emotional storytelling rooted in joy and celebration. It emphasizes quality ingredients and comforting indulgence, targeting family-oriented consumers and festive moments. Cadbury’s market strategy revolves around building deep cultural connections and promoting shared happiness through its wide range of confectionery products.
3. Nestlé (Crunch, Milkybar) – Market Positioning
Nestlé offers a blend of tradition and innovation in the confectionery segment, focusing on trust and consistent quality. With products like Crunch and Milkybar, it appeals to both children and adults by promoting fun, light-hearted snacking experiences. Nestlé’s positioning highlights family-friendly treats and nutritional reassurance, leveraging its global footprint and strong R&D to adapt to local tastes in MENA markets.
4. Ferrero (Kinder, Ferrero Rocher) – Market Positioning
Ferrero differentiates through premium and family-focused confectionery products like Kinder and Ferrero Rocher, emphasizing moments of sharing, gifting, and indulgence. The brand projects sophistication and quality, often linked with celebrations and special occasions. Its strategic angle centers on emotional connectivity and consistent luxury appeal, targeting consumers who seek both everyday treats and upscale gifting options.
5. Galaxy (Mars-owned) – Market Positioning
Galaxy positions itself as a smooth, luxurious chocolate brand crafted to offer a sensory, indulgent escape. It targets a slightly more upscale and adult demographic compared to more playful competitors, highlighting silky texture and emotional pleasure. Galaxy’s campaigns often focus on personal moments of happiness and self-care, building a premium image in the confectionery market across MENA.
Q: What is The moment before you snap, is the moment you should break about?
A: The moment before you snap, is the moment you should break is a 2023 digital campaign by KitKat, created by Publicis and Publicis ME and produced by GoodPeople under the direction of Omar Shawky. Launched across Iraq, Morocco, and the United Arab Emirates, the campaign uses relatable everyday frustrations—such as receiving ill-fitting online orders, enduring noisy household interruptions, or coping with an unfortunate haircut—to remind audiences to take a break with KitKat. It combines humour and culturally relevant insights to connect with Middle Eastern consumers, reinforcing KitKat’s role as a mood uplifter and a source of small moments of sweetness amid daily chaos.
Q: What creative device does The moment before you snap, is the moment you should break use?
A: The moment before you snap, is the moment you should break employs the FORMAT#2 SHOW THE PROBLEM creative device from Clapboard’s 12-format taxonomy. This technique highlights a relatable problem or stressor—such as minor misfortunes and everyday annoyances—and then presents KitKat as the timely solution to regain composure. By structuring the narrative around escalating frustrations followed by a chocolate break, the campaign connects the product directly to emotional relief in a humorous and memorable way, aligning perfectly with the problem–solution storytelling format.
Q: What is the campaign proposition for The moment before you snap, is the moment you should break?
A: The campaign proposition for The moment before you snap, is the moment you should break positions KitKat as more than just a confectionery treat; it is a simple, accessible pause amid everyday frustrations that helps consumers reset. Targeting audiences in Iraq, Morocco, and the UAE, the campaign leverages culturally relevant humour and relatable scenarios to show how a KitKat break can transform minor annoyances into bearable moments. This strategic positioning reinforces KitKat’s role as a mood uplifter and a comforting companion in the confectionery and snacks category within the MENA region.
Q: How does The moment before you snap, is the moment you should break rank in Clapboard's archive?
A: The moment before you snap, is the moment you should break holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in combining humour, local insights, and digital storytelling to engage its target markets across the Middle East.
Q: Who are the competitors in KitKat's category?
A: KitKat competes with several major confectionery brands in the MENA region, each with distinct market positioning. Mars offers a diverse portfolio including Snickers and M&M’s, focusing on indulgence and emotional connection with quick, satisfying treats. Mondelez International’s Cadbury emphasizes heritage, quality ingredients, and emotional storytelling rooted in joy and celebration. Nestlé balances tradition and innovation with family-friendly treats like Crunch and Milkybar, adapting to local tastes. Ferrero targets premium and family-focused moments with Kinder and Ferrero Rocher, highlighting sharing and indulgence. Galaxy, owned by Mars, positions itself as a smooth, luxurious chocolate brand aimed at an upscale adult demographic seeking sensory pleasure and self-care.
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