The chocolate brand wants users to take a break from using online networks.
One of the most memory tagline for a chocolate bar is Nestle’s, ”Have a break. Have a Kit Kat.” The chocolate-coated wafer brand is synonymous with encouraging people to take a break from whatever they might be working on. Now, Kit Kat has created an app called ‘Social Break’ aimed to give young consumers a break from the over-whelming stress of social media.
Users of the KitKat app can link their account details for Twitter, LinkedIn and Facebook, and choose how often they wish for the software to automatically send updates. Random messages are also generated to reply to comments or tagged posts.
The tongue-in-cheek app was created by ad agency JWT after finding out that more than half of the people surveyed, between the ages of 19-26, were concerned over the growing amount of time spent in maintaining their social media accounts. The respondents complained that keeping up on appearances online has had negative impacts on their work and studies.
“We found that the reason young people need breaks is because of their social media responsibilities, but that’s exactly what they do when they’re on a break,” said Lydia Daly, JWT planning director. “It’s a vicious circle.”