"Make the most of your break" will become the brand's strapline from next month.
It will appear on packs and across all communications to coincide with the launch of a TV ad campaign through J Walter Thompson.
It is understood that research on "Have a break" revealed it was well-recognised, but was failing to make an impact on chocolate buyers.
The new work is designed to make consumers focus on the quality, rather than the length, of their free time.
Kit Kat sales fell 5.4% from £123m in 2002 to £116m by the end of 2003, according to Information Resources.
However, ACNielsen data shows that Kit Kat value sales increased by 10% over the past eight weeks.
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