KitKat is giving its iconic slogan, “Have a break, have a KitKat,” a 10-day rest as part of a campaign honoring the brand’s 85th anniversary.

Created by Wunderman Thompson, the campaign also includes a social media competition to help people mark the occasion. Wunderman Thompson will introduce #ABreakForHaveABreak across social channels, giving KitKat fans 10 days to come up with the best soundalike lines.

Running until Oct. 26, KitKat will post daily across Facebook, Instagram and Twitter to stimulate participation. Wunderman Thompson has also created an AI online slogan generator as part of the campaign to help fans of the brand come up with the best soundalike slogans for the competition. 

KitKat will also reach out on social channels to other brands inviting them to spread the word about the contest.

At the end of the competition, Jeremy Bullmore, the legendary creative who joined J. Walter Thompson London in 1954 as a trainee copywriter, three years before the iconic KitKat line was coined in 1957, will help the brand pick the best temporary soundalike slogan.

The ultimate winner will be treated to an 85-hour break of their own, with a luxury hotel stay for two, complimentary of KitKat.

“As a creative I’m honored and privileged to work for such an iconic brand,” said Bas Korsten, global chief creative officer at Wunderman Thompson. “KitKat’s advertising history is one of the richest in the world, and the relationship we have with the brand is one of the longest in the world. And although, after all those decades, the famous slogan ‘Have a break, have a KitKat’ is getting a well-deserved temporary break, we won’t have a break until we ensure that the next 85 years of KitKat history is as exciting as the first.”