KitKat has unveiled a novel way to encourage users to disconnect from the digital world – a new wrapper that blocks mobile signals, aptly named “break mode.” Partnering with Ogilvy Colombia, KitKat Panama developed this wrapper as a Faraday cage to provide users with a break from the constant barrage of information and digital distractions. The company’s advertisement video showcases the product, urging customers to take a genuine break from their phones. By placing the smartphone inside the wrapper, users can immerse themselves in the moment as their digital world goes silent, aligning with KitKat’s iconic “Take a Break” slogan.
Kim Waigel, Nestle’s marketing director, emphasized the intention to enhance the break ritual by using the KitKat wrapper to disconnect from technology and truly unwind. The wrapper functions by employing a Faraday cage mechanism, a technology commonly used in medical and research labs, data security centers, and cybersecurity facilities to prevent signal leakage and eavesdropping. When mobile, Wi-Fi, or radio waves attempt to penetrate the metal surface, the particles within the metal disperse the energy externally, effectively blocking the signals and disconnecting any device within the wrapper from sending or receiving calls, messages, or internet signals. The wrapper, crafted with layers of copper, polyester, and polypropylene, maintains its effectiveness for up to a year before being recyclable.