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Most consumers know KitKat's famous tagline - "Take a Break," and now the brand is back with a new campaign to tackle screen time.
KitKat Canada is looking to rally Gen Z to break better by unplugging and recharging. Their strategy? Tempting them with free KitKats to power down their devices and recharge their minds. Sign me up!
From June 1 to June 21, KitKat Canada invites Gen Z Canadians to reduce their screen time and earn KitKat bars delivered to their doors. A recent survey revealed that 95% of Gen Z Canadians tend to reach for their phones during breaks, often leaving them feeling more drained than refreshed.
Ready to get involved?- Share a screenshot of reduced weekly screen time on Instagram stories
- Tag @KitKatCanada and #kkpromotion
- If their time is down, the first 500 participants get free KitKat bars. 1% reduction = 1 KitKat finger.
Full Survey Stats:
- 95% of Gen Z Canadians admitted to reaching for their phones the moment they take a break.
- This is well above the national average of 80%.
- Two-thirds find themselves using their phones even when they intended not to.
- One in two say that instead of feeling recharged, their phone breaks leave them feeling distracted, stressed, or even sad.
- This trend goes down as we age - Millennials: 42%, Gen X: 30%, Boomers: 18%.
- Only 37% of Gen Z say phone use during breaks has no effect on how they feel.
- Compared to 51% of Gen X and 64% of Boomers, suggesting that younger generations are more emotionally affected by phone usage.
- 67% say they’d be more likely to take a phone-free break if there were an incentive
Who's behind the KitKat's Cutting Screen Time campaign?
- Agencies - Citizen Relations
- Brand - KitKat (Nestle)
(click on the link to view the agency's Vendor Directory listing)
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