Kit Kat Pride

We set out to make KitKat and the “have a break” platform relevant to this younger, more discerning audience. This generation is more diverse, accepting, and inclusive than those before them. They value being themselves and giving others the space to be themselves. However, we discovered that expressing this individuality was particularly challenging among Canada’s rising LGBTQI2S community, where hate crimes, discrimination, and mental health issues have also continued to rise. We wanted to use the “have a break” platform to celebrate the individuality of the LGBTQI2S community.

We joined forces with Toronto LGBTQI2S organization, Friends of Ruby, with a two-year partnership to put the initiative into action. The partnership launched with a video that celebrated the full spectrum of identity and love, with the revised tagline, “Have a break, celebrate who you are.” To raise awareness, we created two limited-edition KitKat flavours to be sold at the “Chocolatory”, with all proceeds donated to Friends of Ruby. We sent the Pride bars along with custom mailers to LGBTQI2S influencers. The influencer’s name replaced the iconic KitKat logo in celebration of their own, unique identity.