KitKat Panama has released its \u201cBreak Mode\u201d confectionery packaging and portable Faraday cage that blocks smartphone signals, aiming to \u201ctranscend packaging\u2019s traditional role\u201d and \u201cenable digital well-being.\u201d<\/p>\n
\u201c\u2018Break Mode\u2019 goes beyond simply saying \u2018Have a Break,\u2019 it empowers individuals with the physical tool to achieve it. We are proud to have transformed the brand\u2019s enduring promise into a tangible, actionable solution. We make the true break a reality,\u201d says Kim Waigel, marketing director at Nestl\u00e9 in Central America.<\/p>\n
\u201cOur goal is to elevate that ritual: you unwrap your KitKat fingers, place your smartphone inside, separate the fingers, and immerse yourself in the moment. Your digital world silences, and your break truly begins.\u201d<\/p>\n
The \u201cBreak Mode\u201d packaging by KitKat Panama and the design agency Ogilvy Colombia features a polyester, conductive, copper, and nickel layer.\u00a0<\/p>\n
Gast\u00f3n Potasz, chief creative officer of Ogilvy Andina, comments: \u201cOur Impact Lab in Colombia is dedicated to crafting creative solutions that blend sustainability, technology, and innovation.\u201d<\/p>\n
\u201c\u2018Break Mode\u2019 is an example of the impact we can achieve by recognizing an opportunity within the very fabric of the KitKat wrapper, pushing the brand\u2019s promise to unprecedented levels. It\u2019s a testament to creativity\u2019s power to shatter conventions, transforming packaging into an immersive brand experience. We see potential for this idea to scale.\u201d<\/p>\n
Enriching brand identity\u00a0<\/p>\n
KitKat says that the packaging reminds consumers that in an era of hyperconnection, disconnecting can be an act of well-being.\u00a0<\/p>\n
\u201cThis initiative throws open the doors to a new generation of intelligent packaging, designed to enrich lives while fortifying the essence of the brand.\u201d<\/p>\n
Waigel adds: \u201cWhat\u2019s most thrilling is how we\u2019ve resonated with young people.\u201d<\/p>\n
\u201cWe took \u2018Break Mode\u2019 directly to them, featuring prominently at Panama\u2019s premier technology exposition, a major concert event, and within a university campus, inviting them to experience a break with our packaging. It has been a high-impact and enriching experience for the brand.”<\/p>\n