KitKat is adapting its slogan for a brave new world, claiming that even artificial intelligence could use a breather.

The Nestlé brand’s “Have a Break” slogan, which has been a part of popular culture since the tagline was coined in a JWT London office in 1957, is now anthropomorphizing AI with the help of agency partner Courage.

According to December KPMG data, Generative AI use is growing in Canada, with 61% of generative AI users now using the technology for work multiple times per week, up from 52% in May. With the technology increasingly tasked to handle everything from graduate thesis-related queries to dating app bios, wedding speeches and workout plans, KitKat suggests maybe it needs a break too.

The new campaign stunt was inspired by a recent Google DeepMind study on large language model-based AIs, which detailed how prompting “a breather” before any request improves the accuracy of the response. “Take a deep breath and work on this problem step by step” was the most effective phrasing, yielding the highest accuracy score of 80.2%, when scored against a dataset of grade-school-level problems.

In a newly released video, KitKat showcases how telling AI to ‘Have a break, then…’ can lead to better outcomes, compared to prompts without a break.

Nestlé tells strategy that with a natural tie to digital media, the content will live on KitKat’s socials platforms (YouTube, Instagram, and Facebook) to reach consumers and create awareness.

In the coming weeks, KitKat “will likely support the video with paid amplification to continue the conversation among social audiences.”

The confectionery brand’s other agency partners have toyed with AI previously.

Wunderman Thompson Sydney, for example, tasked ChatGPT to write a generic campaign with commands like “Write a KitKat ad about gamers” or “Write a KitKat campaign that will appeal to Gen-Z”. In addition to a script, the Australian team says ChatGPT completed AI-generates images, which the team described as “almost OK.”

As Nestlé’s Down Under head of marketing confectionary Melanie Chen put it, the brand was all about creating more opportunities to have a break.

“When Wunderman Thompson asked us if we could let AI generate our next round of advertising content, we couldn’t pass it up,” Chen says.

Citizen Relations is providing communications support for the latest work, Thrive is the media partner.