TO LAUNCH THE NEW CAMPAIGN, WE’RE GIVING GEN Z PERMISSION TO PRESS PAUSE.

HAVE A BREAK FROM THE PRESSURE AND ENJOY LIFE’S LITTLE MOMENTS WITH KITKAT.

The Challenge

Social media has blurred the line between reality and perfection, leaving Gen Z feeling overwhelmed by unrealistic expectations. It’s time to pause the pressure and reclaim what’s real.

Insight

Gen Z is carrying the weight of expectations—83% feel pressured to hit life’s traditional milestones. But what if the best moments come from breaking the mold?