Analog Wellness KitKat replaces smartphones with chocolate to make us disconnect

For more than 65 years, KitKat has been inspiring us to pause. But at a time when our eyes are glued to our screens for more than 4 hours a day, his cult slogan takes on a new resonance. With its "Phone Break" campaign, KitKat is tackling the worst time thief of our time: our smartphone.

Designed by the VML Czechia agency, this outdoor campaign replaces phones with KitKat bars in everyday scenes: at the bus stop, in the café, in a queue. The message is clear, without even needing to say it: what if we traded our compulsive scrolling for a real break?

A visual nod that is as simple as it is effective
With humour and a good dose of realism, the campaign diverts our habits of frenetic consultation of a screen. Each poster becomes a mirror scene: we recognize each other, we smile... And maybe we (finally) put our phone down.

"As a species, we sometimes look a bit ridiculous," says Jake Barrow, creative director of VML Prague. "It's nice to be able to use such an iconic slogan to gently poke fun at it."

Science Confirms It: Disconnecting Feels Good
Behind the humor, an observation: according to a study, 91% of people feel better after two weeks without Internet on their phone. And since KitKat has been talking about "pause" since 1957, it was time to remember that this pause can also be digital.

On the production side, the campaign is the result of an internal competition at VML, with more than 400 proposals from all over the world. This won thanks to its creative accuracy and its anchoring in the brand's DNA. A 100% out-of-home activation, visible in April 2025 on billboards, in the metro and even on the print press.

"We want to keep our iconic slogan alive," says Vojtěch Kubricht, Marketing Director of KitKat CEE. "And today, it means reminding people that a real break is taken away from the screens... and if possible with a square of chocolate."

Heineken continues its fight against digital overload by launching "The Flipper", an ingenious phone case that literally disconnects you from the virtual world to better enjoy the moment.

Developed in collaboration with creative agency LePub and its innovation collective LeGarage, "The Flipper" is an ironic but relevant response to the phenomenon of phubbing. This term refers to the irritating habit of ignoring the people around you and preferring to scroll on your phone. And this is not an isolated problem: according to a recent study, 47% of adults are compulsive "phubbers".

A case that frees you from your phone
The idea? Create a smartphone case that can detect when a convivial moment occurs. With built-in artificial intelligence and a connected mechanical arm, the case detects the word "Cheers" and automatically flips your phone face-down. A clever way to remind you that it's time to raise your head and enjoy the moment.

An offbeat collaboration with Simone Giertz
To promote this innovation, Heineken called on Simone Giertz, a Swedish inventor who is as talented as she is offbeat. Known for her absurd and ingenious robotic creations, she tested "The Flipper" in a self-deprecating demonstration.

"I'm trying to spend less time on my phone and socialize more. My plan? To be very strict with myself... But it doesn't really work. So I love 'The Flipper' – it's an ingenious solution that reminds me not to get distracted by social media when I'm socializing. " explains Simone Giertz.

A new initiative for social disconnection
This new initiative is part of a broader approach by Heineken to raise awareness of the need to disconnect from screens. In 2022, the brand had already launched "The Boring Phone", a phone devoid of distracting apps, which was an immediate success. In the same vein, "The Closer", a connected bottle opener, automatically turned off work applications as soon as a beer was opened.

Heineken is therefore pursuing its mission here: to demonstrate that technology, rather than being fought, can be diverted to bring us closer to others. According to Nabil Nasser, Global Brand Director of Heineken: "Smartphones are essential in our daily lives, but the habit of endless scrolling affects the quality of our face-to-face interactions. We think 'The Flipper' is a fun way to encourage people to enjoy the moment. »

Virality as a communication engine
What makes this campaign so effective is its ability to mix humor, technology, and strong insight. Rather than lecturing its audience, Heineken chooses to get its message across through irony and creative diversion. A winning bet that is part of a desire to build a real platform around social disconnection.

For now, "The Flipper" is just a prototype. But even those who can't get their hands on it are invited to return their phones in the classic way to live in the moment. Because deep down, the idea remains the same: raise your head, make a toast, and savor the moment.