KitKat has launched a special edition of its packaging, which illustrates its famous slogan used since 1957 "Have a Break, have a KitKat". Designed by the Ogilvy Colombia agency and distributed at Panana, the chocolate bar packaging blocks smartphone signals.
This packaging is based on a structure that creates a sort of Faraday cage: a conductive metal layer is combined with layers of polypropylene, polyester and copper. Once the phone has been placed inside and the case closed, the waves - calls, Internet, Bluetooth and GPS - are blocked.
Ogilvy assures that the multi-layer packaging has been designed to last, with a lifespan of around one year, and guarantees that "its materials can be carefully sorted for responsible recycling at the end of the cycle" .
This special "Break Mode" edition was distributed at events in Panama, including technology fairs, concerts and university campuses.
Kim Waigel, Nestlé's Marketing Director in Central America, said: "We're extremely proud to have transformed the brand's iconic promise into a concrete, applicable solution. The "Take a break it gives everyone the physical tools they need to make it happen."
