KitKat is expanding its “Your Break, Your Rules” platform with a new national campaign aimed at Gen Z.

“#MyBreak” celebrates a variety of strange ways KitKat products can be enjoyed. Developed by the brand’s AOR Courage, the campaign focuses on individuality and encourages Gen Z to enjoy KitKat in their own way.

Its creative centres on two 30-second spots: one depicts a man eating KitKat Pops in front of his 15-foot pet python, while the other follows a young woman as she breaks her KitKat bars into sandwiches. Both commercials conclude with the “Your Break, Your Rules” slogan to underline that there is no better time to consume KitKat products than during breaks.

“The campaign celebrates challenging conventions and showcases the wild and wacky ways people take their breaks. A perfect match for our brand’s dedication to offering moments of delight and indulgence,” Nestlé Canada marketing leader of confectionery Riona Coller tells strategy. “Our brand’s positioning and tagline have remained. However, we know Gen Z has switched up the approach to breaks. They’re focused on self-expression, individuality and breaking norms.”

Coller says that while the Nestlé brand continues to grow, the team recognizes that the confectionery category can be more relevant if it becomes more appealing and meaningful to Gen-Z consumers. In addition to being the biggest consumers of chocolate, Coller says they are known as people who break boundaries, making them the perfect target for this campaign.

“Winning their share of minds and hearts [Gen Z] requires brands to be more visible and offer a wider variety of product formats,” Coller says. “With the ‘#MyBreak’ campaign, we believe we have the opportunity to capture that attention and loyalty.”

KitKat is launching the campaign on digital platforms, OOH, TV and social media. The brand will also run a social media contest this week in which Canadians can participate to appear on street posters in the GTA this spring. In collaboration with Canadian influencers, KitKat will select a few people who have uploaded photos to social media enjoying the brand’s products in unconventional ways.

Thrive leads media strategy, planning and buying, while Citizen Relations handles influencer and public relations.