Oct 2025
RECLAIM THE BREAK
Coffee Crisp reclaims the break by turning ordinary breaks into coffee breaks.
This campaign sparks a fun rivalry between two of Nestle’s most beloved chocolate bars. By playfully challenging KitKat’s “Have a Break”, Coffee Crisp claims “The Break” as it’s rightful territory, positioning it as the superior, coffee-flavoured alternative.
Using wit and humour, the campaign encourages consumers to choose sides, transforming a simple snack decision into a cultural debate.
who’s got the better break?
-
Increase relevance and preference among young Canadians by challenging KitKat’s dominance of the “break” and driving choice toward Coffee Crisp.
-
KitKat owns the break, but no one owns the widely celebrated coffee break.
-
Reclaim the break by positioning Coffee Crisp as the richer, more satisfying coffee-flavoured alternative to KitKat’s “Have a Break”.
CLIENT
Nestle ∙ Coffee Crisp (Concept)
MY ROLE
Concept ∙ Art Direction ∙ Design ∙ Copywriting
COLLABORATORS
Concept Development & Copywriting ∙ Jeremy Birrell
