KitKat Challenges Gen Z to a Staring Contest With Cats, Owls and Goats

The AI-powered game will be promoted across the brand's social media channels

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Nestlé chocolate brand KitKat has begun an artificial intelligence staring contest in which consumers will challenge a digital rival—including a cat, owl and goat—not to blink first.

With the return of its “Have a break, have a KitKat” brand positioning, the “Blink Break” contest will aim to provide “a fun distraction” to players, according to the brand. “Blink Break” was devised by Wunderman Thompson’s Seattle and U.K. offices with the goal of engaging with a Gen Z audience and encouraging consumers to focus.



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