If there’s one brand that has consistently managed to stay culturally relevant without trying too hard, it’s KitKat.
For years, “Have a break, have a KitKat” has been more than just a tagline– it’s become a life philosophy. A choco-coated reminder to pause, breathe, and have a break. And somehow, through every campaign, digital trend and generation shift, KitKat has found a way to stay in sync with the times.
Similarly, with its latest #SnapToDecide campaign, the brand gave Gen Z exactly what they didn’t know they needed– a break from decision-making.
It all started with a random post on the internet. Someone used a KitKat bar to settle a simple dilemma: letting the longer half of the KitKat finger pick the right choice. No overthinking, no paralysis by analysis– just a literal snap decision.
Soon, the internet took over as social media users began posting their own “Snap to Decide” dilemmas. Meme pages picked it up.
Seeing the build up, KitKat decided to jump in and own the trend.
How? In the KitKat way. The brand dropped a video with Jackie Shroff. Yes, Bhidu himself. And yes, his iconic plant was involved too.
In his classic no-nonsense style, Jackie explained the dilemma, and snapped a KitKat. That was the ad. And that was enough.
The trend exploded. Influencers joined in, creating their own versions. Other brands couldn’t resist either, posting their dilemmas and snapping their way out of it. The whole thing snowballed into a social movement. And through it all, KitKat just let the internet do what it does best.
KitKat noticed a trend, understood it, and gently amplified it in its own voice. A rare example of a brand participating without hijacking.
The campaign was funny, shareable, and deeply relatable. Because let’s be honest – we all are constantly overwhelmed with choices. This campaign turned that everyday chaos into a moment of collective comic relief.
It didn’t try to educate, inspire, or motivate. It just conveyed– you’re overthinking again… have a break.
And that’s what made it brilliant.
