In July 2024, computers running the Windows operating system worldwide crashed after a faulty CrowdStrike security update caused system failures. Millions of PCs displayed the iconic “blue screen of death” error message indicating the computer had encountered a problem.
Chocolate bar brand KitKat wasted no time capitalizing on the mass disruption caused by the Windows crashes. The company commissioned a creative advert showing not the familiar blue screen, but a “red screen of death” featuring their distinct branding colours of red and white.
The red screen advertisement copy simply stated “You deserve a much needed restart too. Have a break. Have a break, have a KitKat.” It was a hilarious twist on the famous blue screen message people had been seeing non-stop on their computers for days following the Windows issues.
KitKat took the very real struggles computer users were facing with their crashed devices and turned it into an opportunity to offer people an appealing solution – a refreshing chocolatey “restart” in the form of a KitKat bar. The playful spin on the “blue screen of death” idea perfectly aligned the brand with the global technology issue.
There are a few key reasons why KitKat’s “red screen of death” advert saw such success. Firstly, it taps into the universal experience of the Windows crashes – almost everyone was either directly impacted or knew someone who was. This massive relatability helped the advert connect. It also provided lighthearted relief from the stress of the situation through humor. Making light of a frustration in a fun, self-aware way builds goodwill. Furthermore, KitKat positioned itself as the solution by offering an enjoyable “break”. Offering an easy reward aligned the brand with the positive feeling people sought. Finally, the execution was creatively on-point, twisting the iconic blue screen in an instantly recognizable parody. This helped it spread rapidly through social shares. With timely messaging addressing a shared experience, KitKat created an advert that truly resonated – and rode the wave straight to viral success.
KitKat’s “red screen of death” stunt exemplifies how brands can deftly ride waves of global news through smart, resonant advertising. Even serious technology nightmares become an opportunity for the right brand message – in this case, a invitation to “have a break” that people were all too happy to accept.
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