To be fair, scouring the entire internet and instantly coming up with cogent, conversational answers to a non-stop stream of questions from around the world, all day every day, does seem like hard work.
That’s the tongue-in-cheek problem behind a new playful digital campaign by Courage for KitKat, which has built much of its brand around the famous tagline: Have a break.
That’s the tongue-in-cheek problem behind a new playful digital campaign by Courage for KitKat, which has built much of its brand around the famous tagline: Have a break.
The catalyst for the new stunt was recent research from Google DeepMind, which found even AI performs better if you give it a break. According to researchers, “Take a deep breath and work on this problem step by step,” was the most effective phrasing of a prompt.
Courage connected these dots by giving AI a break, adding "Have a break, then…" to a series of AI prompts. The better, more accurate answers prove that KitKat’s “Have a break” ethos (or in this case “Have 'AI' break”) is resonant even with artificial intelligence.
For now, the discovery is only featured in a video being shared on social and digital channels, boosted by some paid media. But Nestle confirmed that, depending on the response, “Have AI Break” could be extended to other media.
"'Have AI Break' connects one of the most enduring brand platforms in advertising to something deeply relevant in culture,” said Courage co-founder and CCO Joel Holtby. “It’s shining a light on a simple, universal human truth that it doesn’t matter how much things change, we’re always better when we take a break."
“As a brand that has famously stood for breaks for over 85 years, we believe that everyone deserves a break," said a Nestle spokesperson. "And, when we learned that AI [and your responses] can benefit from one, we wanted to let the world know about our discovery.”
While the stunt from Courage—which was awarded the KitKat account by Nestle, along with a handful of other brands, earlier this year—is based on new research, it's not the first time Nestle has used "Have AI Break." In the spring, VML Australia created ads using AI to give their marketing teams a break.
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