KitKat's Break Mode wrapper doubles as a Faraday cage for smartphones

Ogilvy Colombia and KitKat Panama have launched Break Mode, a limited-edition packaging that transforms into a signal-blocking pouch. After removing the biscuits, users can slide their phone into a pocket lined with copper, nickel, and polyester layers, sandwiched between polypropylene and a metallic conductive layer. The precision-sealed pouch blocks calls, internet, Bluetooth, and GPS, tested via RF signal attenuation, RSSI, and electromagnetic isolation. The campaign updates KitKat's 1958 slogan 'have a break, have a KitKat.' Marketing director Kim Waigel of Nestlé Central America called it a 'tangible, actionable solution.' The wrapper has a one-year lifespan and is recyclable after material separation. It was trialed at Expo Tech, a major concert, and a university campus. Ogilvy operates 131 offices in 93 countries.