Some Breaks Aren’t Breaks

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

KitKat – “The First Proper Break” (2025 Global Campaign)

KitKat’s “The First Proper Break” revisits its most famous idea and modernises it for today’s always-on culture. The ad shows people taking breaks that don’t really count: scrolling while eating, answering emails during lunch, half-watching a show while messaging. Then, one character finally stops. Phone face down. Laptop closed. A KitKat snaps. Silence. The break actually begins. The line lands simply: “Some breaks aren’t breaks.”

Key marketing lessons

• Update an iconic platform without breaking it: KitKat keeps “Have a break” intact while making it relevant to modern distraction.
• Use cultural tension as insight: The campaign taps into a shared truth. We rest, but rarely disconnect.
• Product as permission: The chocolate bar becomes a signal that it’s okay to fully stop.
• Silence as contrast: Removing background noise makes the moment of focus and calm feel earned.
• Simplicity wins attention: One insight, one behaviour, one clear message that works globally.

Latest Trends and News

Google Tests AI-Generated Brand Summaries
Google is experimenting with AI summaries that describe brands directly in search results, pulling from reviews, articles, and owned content. This pushes brands to manage not just SEO, but overall brand narrative across the web.

TikTok Expands In-App Search Ads
TikTok is rolling out more search-based ad placements, allowing brands to appear when users actively look for products or topics. The platform is clearly positioning search as a core monetisation channel, not just a discovery feature.

Amazon Adds Creator Attribution to Product Pages
Amazon is testing visible creator attribution on product listings, showing which influencers drive sales. This gives creators more credit and pushes brands to think of creators as long-term distribution partners, not just media buys.

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Weekly Tip

Signal Value Early

Before readers invest time, they look for signals that it’s worth it.

• Use the first line to show what they’ll gain
• Avoid slow build-ups or generic openings
• Make the payoff clear from the start

When value is obvious early, attention follows naturally.

Weekly Challenge

Content Boundary Test

This week, clarify what your brand is not about:

• Identify one topic or angle you usually post but no longer want to be known for
• Skip it completely this week
• Replace it with one post that reinforces what you do want to be known for
• Observe engagement quality, not just numbers (comments depth, DMs, saves)

Growth is not only about adding more. Sometimes it’s about removing noise so the right message stands out.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.