Kit Kat's Slogans & Taglines

Kit Kat is a chocolate-covered wafer bar confection created by Rowntree's of York in 1935. Originally launched as "Rowntree's Chocolate Crisp," it was renamed "Kit Kat Chocolate Crisp" in 1937 and later shortened to simply "Kit Kat." The brand's defining slogan "Have a break, have a Kit Kat" was coined by Donald Gilles of JWT in 1957, associating the act of breaking a finger with taking a moment of respite. During World War II, milk shortages forced a temporary shift to dark chocolate and blue packaging, returning to the iconic red wrapper in 1947. The portfolio spans the classic two- and four-finger bars, Chunky, Dark, White, and countless regional flavors—most notably over 300 varieties in Japan. Acquired by Nestlé in 1988, Kit Kat is produced under license by Hershey's in the United States. Today, it remains one of the world's best-selling confectionery brands, with the York factory producing over one billion bars annually.