KitKat takes slogan break

It is one of the most memorable catchphrases in advertising history.

But even that is not enough to save Have A Break, Have A KitKat from becoming a slogan of the past.

First used to promote the chocolatecovered wafer in 1957, it is being replaced by the phrase Make The Most Of Your Break.

Bosses at Nestlè Rowntree claimed the original slogan was no longer encouraging people to buy KitKats.

A spokeswoman said: 'The new advertising campaign reinforces KitKat's ownership of key snacking occasions.' For those perplexed by that statement, she added: 'It offers consumers a fresh reason to buy the brand for these occasions.'

The new slogan will make its TV debut next month in adverts being filmed in New Zealand and Australia.

Ditching the famous catchphrase is the latest development at Nestlè Rowntree since the arrival of new managing director Chris White last December. A lemon and yoghurt flavoured KitKat was introduced earlier this year and fans of the Atkins diet can tuck into a low-carb KitKat.

The new slogan has already sparked debate. Jeremy Kent, of The Brand Council, said: 'It's probably about time for a change for KitKat after 50 years of the same slogan but also because people's eating habits are changing.

'When KitKat first came out there wasn't the selection that we have today. People now have so much more choice. These companies have to make sure they stay ahead of trends if they want to stay the first choice.'

But Nigel Markwick, senior brand consultant at Wolff Olins, said: 'This new slogan is far too similar to the old one. The words just seem to have been changed around.

'The company should do something completely different or keep this part of British heritage and create an innovative advertising campaign around the old slogan.'