Tiếng Anh: KITKAT | BREAK THE EXPECTED – BREAK THE MOLD, LIVE THE NEW VIET STYLE
CONTEXT
Vietnam’s chocolate market is rapidly expanding, but most brands still revolve around the same narrative — “delicious taste and joy.” No brand has truly connected emotionally with young consumers or accompanied Gen Z in a way that feels authentic. This has created a significant gap in emotional resonance and brand closeness.
Meanwhile, Vietnamese Gen Z – the core consumer group – lives under growing social pressures: cultural expectations, fear of judgment, and the rise of mental health issues such as stress, anxiety, and depression.
KitKat already owns the symbolic idea of “Break,” but it needs to expand that meaning for young Vietnamese:
to dare to be different and be proud of their identity.
INSIGHT
Vietnamese Gen Z crave to “break” free and live authentically, yet they are trapped by traditional expectations — being told to be stable, obedient, and follow the “right path.”
This constant tension, combined with peer pressure, creates a generation that appears confident on the outside but is emotionally exhausted inside.
SOLUTION
KitKat launches a limited-edition “Talking Wrapper”, featuring negative comments and social stereotypes that young people often face, such as:
“Girls should be gentle.”
“Be realistic, stop dreaming.”
“You can’t make a living doing creative work.”
Whenever consumers tear open the wrapper, it symbolizes releasing negativity and breaking free from social expectations, turning an ordinary snack into an emotional ritual of letting go.
CREDIT
Creative Team: Nguyễn Phương Gia Mẫn, Tào Khánh Linh
Client: KitKat Vietnam
Campaign: Break The Expected – Break The Mold, Live The New Viet Style
