In Brief

Chocolate brand uses ambient advertising in Amsterdam to promote taking a break from online connectivity.

Kit Kat, makers of the chocolate wafer bar, is well-known for its slogan, ‘Have a break, have a Kit Kat.’ Now it is taking that message to the streets of Amsterdam and making it socially relevant for today’s ever-connected consumer.

In conjunction with advertising agency JWT Amsterdam, Kit Kat has created ‘Free No Wi-Fi Zones’ throughout the downtown area, setting up benches with WiFi jammers that block signals within a five meter radius. The ad says:

The world is becoming one big WiFi zone. There’s even WiFi on Everest. Result? People are always connected. Time for a break.

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