{"id":956472,"date":"2026-05-13T06:35:20","date_gmt":"2026-05-13T06:35:20","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/956472\/"},"modified":"2026-05-13T06:35:20","modified_gmt":"2026-05-13T06:35:20","slug":"kitkat-reimagines-packaging-as-signal-blocking-smartphone-pouch","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/956472\/","title":{"rendered":"KitKat reimagines packaging as signal-blocking smartphone pouch"},"content":{"rendered":"

Creative agency Ogilvy has created a special edition packaging<\/a> for KitKat that doubles as a kind of tiny smartphone<\/a> jail once the biscuit is removed, allowing users to “have a break” from their hyperconnected lives.<\/p>\n

Developed by Ogilvy Colombia<\/a> and KitKat Panama, the Break Mode wrapper essentially acts as a Faraday cage \u2013 an enclosure made of conductive materials that blocks external electrical fields.<\/p>\n

After removing the biscuits, users can slide their phone inside the protective pocket to isolate it from calls, internet, Bluetooth and GPS.<\/p>\n

\"BreakOgilvy has created the Break Mode packaging for KitKat\u00a0<\/p>\n

The promotional campaign plays on KitKat’s seminal slogan “have a break, have a KitKat”, which was first used in 1958 and references the act of breaking apart the biscuit’s chocolate-covered fingers.<\/p>\n

“We are immensely proud to have transformed the brand’s enduring promise into a tangible, actionable solution,” said Kim Waigel, marketing director for KitKat’s maker Nestl\u00e9 in Central America.<\/p>\n

“Break Mode goes beyond simply saying ‘Have a Break’; it empowers individuals with the physical tool to genuinely achieve it.”<\/p>\n

\"BreakThe wrapper acts like a Faraday cage<\/p>\n

The packaging consists of a metallic conductive layer, sandwiched between the fine-gauge polypropylene outer coating and internal layers of copper, nickel and polyester.<\/p>\n

A pouch’s precision-engineered sealing mechanism ensures the packaging provides a barrier against all kinds of smartphone signals, which was tested using RF signal attenuation, cellular signal strength (RSSI) and electromagnetic isolation.<\/p>\n

\t\t\t\t
\n\t\t\t\t\t\t\"Heinz<\/p>\n

Heinz creates fry box with built-in ketchup compartment to “make dipping effortless”\n\t\t\t\t\t\t<\/p>\n

\t\t\t\t\t\t<\/a><\/p>\n

The packaging is designed with a lifespan of approximately one year, after which its materials can be separated to allow for recycling.<\/p>\n

The concept was trialled by presenting it to young people at a range of events, including the Expo Tech trade fair, as well as a major concert and within a university campus.<\/p>\n

“What’s most thrilling is how deeply we’ve resonated with countless young people,” Waigel said. “It has been a monumental, high-impact and immensely enriching experience for the brand.”<\/p>\n

\"BreakThe design was tested by young people<\/p>\n

Ogilvy is a global agency that operates in the fields of advertising, public relations, health, experience design and consulting. The firm has 131 offices in 93 countries.<\/p>\n

Ogilvy Colombia previously developed a water filtration system that can attach to any plastic bottle<\/a>, providing an affordable source of clean drinking water.<\/p>\n

Other examples of well-known brands experimenting with food packaging include Heinz’s design for a French fry box with a built-in ketchup compartment<\/a>, and an understated burger box<\/a> created for McDonald’s by Kanye West and designer Naoto Fukasawa.<\/p>\n","protected":false},"excerpt":{"rendered":"Creative agency Ogilvy has created a special edition packaging for KitKat that doubles as a kind of tiny…\n","protected":false},"author":2,"featured_media":956473,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3159],"tags":[1203,547,14849,84907,126129,126912,129522,3649,53,235867,16,15],"class_list":{"0":"post-956472","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-mobile","8":"tag-food","9":"tag-mobile","10":"tag-mobile-phones","11":"tag-packaging","12":"tag-sectionall","13":"tag-sectiondesign","14":"tag-sectiontechnology","15":"tag-smartphones","16":"tag-technology","17":"tag-technology-and-design","18":"tag-uk","19":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/116565883853867126","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/956472","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=956472"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/956472\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/956473"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=956472"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=956472"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=956472"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}