Misprinted KitKat Bars and Signage Appearing Nationwide

What began as a subtle disruption was designed to do exactly what the brand does best: create conversation, spark curiosity and bring people together.

To introduce KitKat’s newest product, Mix-Ups, Courage deliberately disrupted the brand’s most recognizable assets, flipping ‘KitKat’ to ‘KatKit’ and reworking its iconic platform from “Have a break” to “Break a have.” Rather than a traditional product reveal, the campaign leaned into confusion as a strategic device, prompting audiences to question what felt just slightly off. And it worked…setting the stage for today’s reveal.

“KitKat is a brand that understands how to stay culturally relevant,” said Joel Holtby, Founder and CCO at Courage. “By subtly altering something so familiar, we invite people to notice, engage and ultimately participate. It’s a reflection of the brand’s iconic longevity, we don’t need to say much for people to pay attention.”

At its core, the idea brings the product truth to life: Mix-Ups isn’t just a name, it’s a behavior. By quite literally “mixing-up” the brand, the campaign embeds the product concept directly into the creative execution.