Kit Kat Introduces “Break Brothers” to Guard Your Break Time in New Campaign

Kit Kat, the popular chocolate brand from Hershey, is bringing back its iconic tagline “Have a break, have a Kit Kat” in a fun and fresh way. The brand has launched a new campaign featuring a group of towering, chocolate-suited men known as The Break Brothers. These characters are designed to remind us that we deserve to take a proper break — without distractions, even in the busiest times.

The Break Brothers are a group of four burly men, each representing one part of a Kit Kat bar. Their mission? To protect your break time and help you avoid work interruptions. Whether it’s standing between you and your boss, or handling tasks for you, the Break Brothers ensure you can enjoy your Kit Kat chocolate without any hassle.

The idea behind the campaign comes from Kit Kat’s long association with breaks, a tradition that started back in the 1950s. The new characters were created by Orchard Creative, with a strong emphasis on keeping the message fun and engaging. Kit Kat wanted a character-driven campaign that could live beyond just TV ads — something that would capture the essence of the brand and its core message: making breaks better, more frequent, and of course, delicious.

“We thought of Kit Kat as the authority on breaks,” said Kevin Igunbor, Senior Art Director at Orchard Creative. “The Break Brothers were born out of that idea, bringing the brand’s identity to life in a new way.”

The campaign made its debut during the NCAA Men’s Championship Game, a perfect time to reach a wide audience. It highlights how everyone, no matter who they are — from athletes to professionals — deserves a break. The Break Brothers stand tall to give you the space to relax and enjoy your chocolate bar, embodying what Kit Kat stands for: a moment of peace and indulgence in a hectic world.

As part of a larger media push, the Break Brothers will appear across digital, social, and traditional platforms, ensuring their role as protectors of break time continues to grow. Whether it’s on TV or in digital ads, Kit Kat aims to engage with audiences and remind them that sometimes, all you need is a break with a Kit Kat.

This new campaign helps Kit Kat stay relevant in today’s busy world, giving it a fresh identity while staying true to its legacy of making break times better. So, next time you grab a Kit Kat, remember: you’ve got the Break Brothers watching your back.