KitKat’s latest campaign from Courage turns the humble dash into a visual reminder that the space between things is the perfect moment for a break.
Building on the long-running “Have a break, have a KitKat” platform, the campaign reimagines familiar pairings like 9–5 or YYZ–JFK by replacing the dash with a KitKat bar.
The simple shift works because the dash is a symbol people see thousands of times a day. By turning it into a KitKat bar, the campaign embeds the brand directly into a familiar visual pattern, making the message instantly recognizable without needing heavy explanation.
“The dash is hiding in plain sight,” said Joel Holtby, Founder and Co-Chief Creative Officer at Courage. “It marks the space between two things, which is exactly what KitKat has always stood for.”
The campaign is rolling out nationally across out-of-home, digital, social, and streaming platforms including Netflix, placing the KitKat-shaped dash into everyday contexts like commuting, sport, and entertainment.
“KitKat has always been about celebrating the importance of taking a break,” said Tracey Cooke, Chief Marketing Officer at Nestlé Canada. “This campaign finds a fresh way to express something people already know and love about the brand.”
