KitKat's latest innovation is a clever twist on its iconic packaging. The company has collaborated with Ogilvy Colombia to create a special edition KitKat wrapper that doubles as a signal-blocking smartphone pouch. This innovative packaging, dubbed 'Break Mode', is a testament to the brand's ability to think outside the box and offer a unique solution to a common problem.
The Break Mode wrapper acts as a Faraday cage, a conductive material that blocks external electrical fields. Once the biscuits are removed, users can slide their phone into the protective pocket, effectively isolating it from calls, internet, Bluetooth, and GPS signals. This concept plays on KitKat's famous slogan, "Have a break, have a KitKat," which has been a cornerstone of the brand's marketing since 1958. By extending this slogan into a tangible product, KitKat is providing a physical tool to help individuals disconnect from their hyperconnected lives.
The packaging's design is intricate, featuring a metallic conductive layer sandwiched between a fine-gauge polypropylene outer coating and internal layers of copper, nickel, and polyester. This precision-engineered sealing mechanism ensures that the pouch effectively blocks all types of smartphone signals, as confirmed by tests using RF signal attenuation, cellular signal strength (RSSI), and electromagnetic isolation. The packaging is also designed with sustainability in mind, with a lifespan of approximately one year, after which the materials can be separated for recycling.
The concept was trialed with young people at various events, including the Expo Tech trade fair, a major concert, and a university campus. The response has been overwhelmingly positive, with Kim Waigel, marketing director for KitKat's maker Nestlé in Central America, stating that the campaign has resonated deeply with countless young people. This success highlights the brand's ability to create meaningful and impactful experiences that resonate with its target audience.
This isn't the first time Ogilvy Colombia has made waves with innovative packaging. They previously developed a water filtration system that can attach to any plastic bottle, providing an affordable source of clean drinking water. This commitment to creating practical and impactful solutions is a hallmark of Ogilvy's work.
KitKat's Break Mode packaging is a fascinating example of how brands can use their creative assets to address modern challenges. By transforming a simple snack into a tool for digital detox, KitKat is not only staying relevant but also offering a unique and valuable product to its consumers. This move demonstrates the power of thinking creatively and the potential for packaging to go beyond its traditional role, becoming a functional and meaningful part of our daily lives.
