Ad agency JWT has launched a new app for Nestle’s Kit Kat that plays on the brand’s “Have a Break, Have a Kit Kat,” tag line. The “Social Break” app is designed to be a break from social networking and will automatically post status updates for the user.
The app’s website explains more: “Kit Kat Social Break, a widget that spares you the pressures of hitting the Like, Re-tweet or Share button every time you are tagged in a post. Simply turn on the widget, log into your social media accounts and tune out from the stress of social networking whenever you feel you need a break.”
The website explains the need for social breaks with research. According to JWT Singapore, which surveyed 19 to 26-year-olds in China, Singapore and the U.S., more than 50 percent of young adults “find it too time consuming and stressful to keep up with all their social media commitments.”