KitKat asked AI to have a break and went viral

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Have you ever seen a chocolate brand teach something to AI?

That’s what KitKat did with its campaign called “Have AI Break, Have a KitKat” 

It showed how one clever idea can mix technology, humour and brand storytelling perfectly.

Here’s what happened.

In January 2024, KitKat Canada decided to give its famous line “Have a Break, Have a KitKat” a modern touch.

This time, the break was not for humans. It was for AI.

The idea came from a Google DeepMind study that found AI gives more accurate answers when you ask it to take a short pause before replying.

KitKat decided to test this out.

They asked an AI chatbot to do some tasks, like summarising Shakespeare’s Twelfth Night. The first time, the accuracy was 56%.

Then they added one small line to the prompt: “Have a break, and then…”

This time, the accuracy increased to 78%.

Simple idea, brilliant result.

The campaign caught everyone’s attention online. According to contagious.com, within the first week, it got 9 million organic views without any paid ads. Soon, it crossed 3.5 billion impressions.

People in the tech and AI world loved it. Influencers, university professors and even Google employees shared it.

KitKat’s social engagement grew by 18%

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That's a wrap for today! Stay tuned for the next edition.

Thanks,
Luv