All the things, irrespective of how famend or strong, may use a breather every so often.
Simply in time for a Halloween season that’s shaping as much as be in contrast to something from previous years, Nestlé’s Equipment Kat has debuted a world marketing campaign asking members of the general public to provide you with a short lived various to the model’s well-known slogan, “Have a break, have a Equipment Kat.”
The digital advertising effort, created by Wunderman Thompson to rejoice Equipment Kat’s 85th anniversary, begins as we speak and runs till Oct. 26 on Fb, Instagram and Twitter with the hashtag #ABreakForHaveABreak. The chocolate-covered wafer model will even attain out to its Nestlé siblings in addition to rival CPG entrepreneurs through social media to encourage them to counsel a few of their very own artistic taglines.
To help followers with their brainstorming classes, Wunderman Thompson additionally created an online slogan generator.
The “Have a break” Equipment Kat line was written by Donald Gilles, a J. Walter Thompson copywriter, again in 1957. The model has primarily caught with some model of it ever since. (In late 2018, JWT merged with digital company Wunderman to type Wunderman Thompson.)
“International locations have tried adapting the road and/or altering it, however just for quick time durations,” mentioned a spokesperson from Wunderman Thompson. “It stays one of many longest-running finish strains on this planet.”
Whoever comes up with the very best new tagline will obtain an all-expenses-paid, 85-hour luxurious lodge keep for 2. Jeremy Bullmore, former chairman of J. Walter Thompson who was a artistic on the advert company when it coined the phrase, will assist decide the competitors’s winner.
Wunderman Thompson confirmed that Equipment Kat isn’t pausing its promoting or happening a advertising hiatus through the contest. “It’s only a enjoyable marketing campaign,” mentioned the spokesperson.
Inviting the web to brazenly touch upon a model comes with danger. Requested concerning the potential for unhealthy actors to wreck the competition or attempt to hurt Equipment Kat’s popularity, Wunderman Thompson mentioned it will monitor the engagement and implement injury management if obligatory.
“We imagine that almost all of individuals will simply have enjoyable with the slogan and mess around fairly than making an attempt to make it one thing unhealthy,” mentioned the spokesperson.
Launched in 1935 as Chocolate Crisp, Equipment Kat is now accessible in additional than 80 international locations, in line with Nestlé.
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