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“The Biggest Little Meal” was an early 1930s Kit Kat advertising slogan that positioned the chocolate bar as a meal replacement despite its tiny size.
This slogan was used when Kit Kat was still known as “Rowntree’s Chocolate Crisp.” The candy bar wouldn’t be renamed Kit Kat until 1937.
Another slogan for Rowntree’s Chocolate Crisp in the 1930s was “The Perfect Companion to a Cup of Tea.”
It positioned the chocolate wafer as the perfect snack to enjoy during tea breaks. This predates the famous “Have a Break” and was clearly positioning Kit Kat with breaks.
During World War II, Kit Kat promoted itself with the wartime slogan “What Active People Need,” positioning the chocolate bar as a snack for people on the go.
Due to milk shortages in this period, the typically milk chocolate Kit Kat was temporarily produced with dark chocolate instead.
The iconic slogan “Have a Break, Have a Kit Kat,” was created by Donald Gilles in 1957.
It cleverly played on the dual meaning of “break” as both a pause and the physical snapping of the candy bar.
The tagline was so successful that Nestlé fought and won a legal battle with Mars to preserve its trademark rights to the phrase in 2005.
“Tastes So Good, You’ll Roar” was Kit Kat’s short-lived American advertising slogan in the early 1980s.
It featured a memorable television commercial where a young man bites into a Kit Kat bar in a grocery store and yells so loud that the store shakes violently, knocking products from shelves.
“That’s What You Want” was a short-lived Kit Kat advertising slogan used in the United States during the mid-1980s, featuring television commercials where people unexpectedly pulled random food items from their pockets or purses before rejecting them in favor of a Kit Kat bar.
It was one of the first times that the brand diverged from its popular “Have a break” messaging.
The iconic American Kit Kat jingle “Gimme a Break, Gimme a Break, Break Me Off a Piece of That Kit Kat Bar!” has been part of Kit Kat’s US advertising slogan since 1986.
Many still remember its catchy rhythm and memorable lyrics.
The jingle was originally created as a “throwaway song” by composer Michael A. Levine, who intended it to be rejected during the selection process, but it tested so well with audiences that it was adopted as the official slogan.
It helped sales so dramatically that Hershey had to build a new factory to meet demand.
“Break Time, Anytime” was Kit Kat’s secondary US slogan in the late 1990s through early 2000s.
Again, it positioned the candy bar as an appropriate snack for any moment rather than just traditional break periods. It complimented but never replaced the more famous “Gimme a Break” jingle.
“Make the Most of Your Break” was a temporary Kit Kat slogan used in the UK during 2004-2005 to refresh the brand’s marketing approach.
Nestlé quickly reverted to the classic “Have a Break, Have a Kit Kat” due to overwhelming public outcry.
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