Brand Campaign Analysis

Nestlé’s “Break The Loop” campaign, dreamed up with Spotify, invites us to scan our KitKat wrapper for a musical shakeup but delivers an experience with more branding sizzle than sonic substance. From Ayushmann Khurrana’s inoffensive ambassadorial presence to a jingle that’s memorably… forgettable, the campaign lands somewhere between clever utility and elevator muzak. It’s a fine specimen of urban, tech-driven marketing: phygital overlays, QR codes promising adventure, and packaging that doubles as a digital passport—yet for all its technical bravado, the music barely lingers once the wrapper’s in the bin. Where the campaign pops is in its seamless product-to-platform leap and urban relatability; where it lags is in delivering a true auditory hook worthy of the “break” it promises. Will we remember the music or just the marketing?