06-30-2012, 04:07 PM
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After launching in the 1930s, Rowntree's Chocolate Crisp was originally advertised as "the biggest little meal" and "the best companion to a cup of tea". During the Second World War, Kit Kat was depicted as a valuable wartime foodstuff, with the slogan "what active people need". 'Kitty the Kat' arrived in the late 1940s to emphasise the "rich full cream milk" qualities of the bar and, thanks to contemporary improvements in production methods, also highlighted the new and improved 'snap' by responding to a biscuit being broken off screen. The first Kit Kat poster appeared in 1951, and the first colour TV advertisement appeared in 1969.
Since 1957, the slogan for the Kit Kat in the UK and elsewhere has been "Have a break... have a Kit Kat". However, in 1995, Nestlé sought to trademark the "Have a break" portion. After a ten year legal battle, which was contested by rival Mars, the European Court of Justice ruled on 7 July 2005 to send the case back to the British Courts.[19]
The United States also used the short lived slogan, "Tastes So Good, You'll Roar", in the early 1980s. The TV commercial most known from this slogan involves a young man biting into one of the Kit Kat fingers in a grocery store, and roaring like a lion so loudly the whole store shakes violently, knocking items from the shelves. Another short-lived U.S. slogan was "That's What You Want", whose television adverts showed people pulling unlikely foodstuffs from their pockets or purses, before rejecting them in favour of a Kit Kat.
After launching in the 1930s, Rowntree's Chocolate Crisp was originally advertised as "the biggest little meal" and "the best companion to a cup of tea". During the Second World War, Kit Kat was depicted as a valuable wartime foodstuff, with the slogan "what active people need". 'Kitty the Kat' arrived in the late 1940s to emphasise the "rich full cream milk" qualities of the bar and, thanks to contemporary improvements in production methods, also highlighted the new and improved 'snap' by responding to a biscuit being broken off screen. The first Kit Kat poster appeared in 1951, and the first colour TV advertisement appeared in 1969.
Since 1957, the slogan for the Kit Kat in the UK and elsewhere has been "Have a break... have a Kit Kat". However, in 1995, Nestlé sought to trademark the "Have a break" portion. After a ten year legal battle, which was contested by rival Mars, the European Court of Justice ruled on 7 July 2005 to send the case back to the British Courts.[19]
The United States also used the short lived slogan, "Tastes So Good, You'll Roar", in the early 1980s. The TV commercial most known from this slogan involves a young man biting into one of the Kit Kat fingers in a grocery store, and roaring like a lion so loudly the whole store shakes violently, knocking items from the shelves. Another short-lived U.S. slogan was "That's What You Want", whose television adverts showed people pulling unlikely foodstuffs from their pockets or purses, before rejecting them in favour of a Kit Kat.
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