KitKat gives online users a break from CAPTCHA

KitKat has become the first confectionery brand to embrace an online interactive ad format that gives users a break from frustrating Captcha forms.
Captcha is the security feature that requires web site visitors to rewrite distorted words to prove that they are human and not a computer bot.

Renowned for being one of the more frustrating online security measures, the Nestle-owned brand worked with PlayCaptcha advertising firm Future Ad Labs and its agency partner, JWT London, to launch a more engaging and fun alternative to Captchas for KitKat fans.

Now, instead of guessing the skewed words and numbers on a Catptcha form, users can simply swipe along KitKat foil by using either their finger on a touch screen or a mouse on a PC.

"At KitKat we always try to find new and interesting ways for consumers to enjoy our product, so PlayCaptcha is an exciting way to extend our 'Have a Break' brand equity," explained Gill Watson, KitKat business unit head at Nestle UK and Ireland Confectionery.

KitKat: A break from the Captcha won a Eurobest Innovation Award 2014.