There is a particular octogenarian teens love, and we’re not talking about William Shatner. It’s the Kit Kat.
The Hershey Company recently learned that much younger generations—Generation Z and young millennials, in particular—really love the 81-year-old product.
“When we looked at who was consuming our products, we were pretty surprised by the percentage of people who were younger,” says Ian Norton, director of Kit Kat and PayDay at “As we look at the other brands in the category, we definitely skew much younger than those brands do.”
According to Norton, Hershey saw the data and considered it an opportunity to take Kit Kat’s iconic positioning around breaks—as referenced in its “Gimme a Break” jingle—and update it for a younger audience. It wasn’t just the jingle that could use an update, though: the concept of breaks has changed as well.
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