The KitKat method to winning 'Top-of-Mind' awareness 🍫
This chocolate brand is the best marketing school
The most surprising brand I closely follow for inspiration is… KitKat.
A couple of weeks ago, they dropped a video connecting their “Have a Break” slogan to a clever way of optimizing ChatGPT's performance: by asking it to take a break.
Interestingly, this isn’t a marketing gimmick — Google's latest research backs it up, showing that breaks can actually improve AI output (try it yourself: ask ChatGPT to 'take a break, and then…' and you’ll see).
👉 Here is the mind-blowing secret: This isn’t just a one-off campaign. It’s part of KitKat's bigger strategy to become synonymous with having a break.
💡 The marketing idea: Identify a specific moment in your customer's day when your product or service is most helpful — and own that moment.
♥️ How KitKat Owned the ‘Break’ Moment
KitKat’s strategy for blending their message into our daily lives (and owning the moment of ‘having a break’) is super impressive.
They are famous for their billboards, designed to remind you to take breaks:
They’ve also targeted specific Gen-Z search keywords on Google and YouTube, such as ‘bad hair day’ or ‘I hate Mondays,’ and advertised advice to just take a break.
😍 And my favorite: They even placed public benches shaped like KitKat bars, all about reminding you to seize the moment for a break.
📘 The KitKat Method: A Blueprint
How can you ‘own’ a moment and crack top-of-mind awareness?
Here is my definitive guide to applying KitKat’s strategy to your brand:
Find your moment: Pinpoint the exact moment in a customer's day when your product or service is most relevant. Where and when will it be used (naturally)? KitKat owns the break time.
Pro tip: Don’t just focus on the product’s function. Think about emotions, needs, or before/after situations, too. For example, a gym might target the ‘pre-workout jitters’ moment.
Create a moment-prompting slogan: Your slogan or visual should lead people to your identified moment, nudging them toward your product. It should remind people of the perfect time and place to use your product. ‘Have a Break’.
Real-world integration: Put yourself in those everyday places, like KitKat with their park benches, to make it super easy for people to choose you when that moment strikes. Think of what your audience is doing or using at these times and how you can be part of it.
🧠 Practical Examples
How would I apply this framework across different industries? 👇
🦸 Productivity software (Moment: mornings): Best for morning use in the office. Slogan idea: ‘Plan Your Day Over Coffee.’ Implement it by distributing branded coffee mugs to offices, reminding users of your software during their morning routine. Collaborate with cafes near office buildings, and give complimentary coffee in a paper cup with your slogan.
🧘♀️ Meditation app (Moment: commuting): Ideal for stressful commutes. Use subway billboards to promote a 10-minute meditation session with the slogan ‘Breathe through the Journey.’ Sponsor interactive ads in public transport for on-the-go meditation with your app.
🦜 Language learning app (Moment: waiting times): Leverage waiting times as learning opportunities. Slogan: ‘Turn Waiting into Learning.’ Put QR codes near waiting areas (in supermarkets, public services, etc) and offer to transform idle time into productive sessions.
Remember: It’s all about becoming an integral part of someone’s routine in a meaningful way - by being there in the right moment.
TL;DR — Win customers by owning a key moment in their day. Think of a time when your product naturally fits in, then create a short, catchy reminder that pops into their head then. Last, put your brand right there in that moment, like a friendly nudge to choose you.
See you next week ✌️
Tom
Shout out to my friend Galit for the inspiration for this marketing idea!
Love this. Having worked quite a bit with big companies on beverages / snacks, what becomes painfully clear is that you have to nail the OCCASION. People use different products/services at different times (occasions) to satisfy a need / do a job. If you get the occasion wrong, it doesn't matter if the product is great, it'll fail.
Owning a moment is a great idea for brands - clearly works well for KitKat and could be equally powerful for other brands too - but maybe more difficult for other service type brands ?