"The product is called 'Break Mode,' and it was produced via a collaboration between KitKat Panama and the creative agency Ogilvy Colombia. It looks like an oversized KitKat wrapper, but it's actually a Faraday cage, or a conductive enclosure designed to block electromagnetic fields."
"KitKat and Ogilvy are positioning this invention as an IRL manifestation of KitKat's iconic 'Take a Break' slogan. One video describing the campaign posted to Ogilvy's Instagram reads, 'In a world that never disconnects, how can a brand's promise of a 'break' become a reality? You reinvent the packaging.'"
"Over the past few years, reliance on cellphones and addiction to social media has led consumers to seek out alternatives, like dumbphones or phone bricks. This 'appstinence movement' spawned a subcategory of more creative solutions for tech addiction."
KitKat's new product, 'Break Mode,' is a wrapper designed to block cell phone signals, functioning as a Faraday cage. This innovation, developed with Ogilvy Colombia, embodies the brand's 'Take a Break' slogan. The campaign addresses the increasing consumer desire for digital disconnection, positioning the product as a solution to tech addiction. While the commercial viability of the wrapper is still being evaluated, it reflects a broader trend where brands capitalize on the need for digital detoxing in a hyper-connected world.
Read at Fast Company
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