after launching in the 1930s, rowntree's chocolate crisp was originally advertised as "the biggest little meal" and "the best companion to a cup of tea". during world war ii, kit kat was depicted as a valuable wartime foodstuff, with the slogan "what active people need". 'kitty the kat' arrived in the late 1940s to emphasise the "rich full cream milk" qualities of the bar and, thanks to contemporary improvements in production methods, also highlighted the new and improved 'snap' by responding to a biscuit being broken off screen. the first kit kat poster appeared in 1951, and the first colour tv advertisement appeared in 1969.