Baked Corn, Sweet Potato, Miso And Soy Kit Kat Bars in Japan

Baked Corn, Sweet Potato, Miso And Soy Kit Kat Bars in Japan

Nestle's creativity in targeting Kit Kat to the Japanese market may go down in marketing case studies as one of the most creative examples of local marketing.

Paloma M. Vazquez
  • 5 march 2010

Nestle‘s creativity in targeting Kit Kat to the Japanese market may go down in marketing case studies as one of the most creative examples of local marketing.  The brand has become the No. 1 confectionery brand in Japan by launching 19 unique varieties of Kit Kat – available only in Japan – which reflect the local produce and palate of each region. Flavors include miso, soy sauce (the most popular flavor nationwide), and green tea, as well as more regional flavors like yubari melon and baked corn from Hokkaido island to yuzu fruit and red potatoes from Kyushu island at the southern-most tip of the country.  Nestle has turned the limited edition Kit Kat bars’ packaging into souvenirs for travelers by selling each flavor only in the region for which it was created.

Nestle and JWT, Kit Kat’s advertising agency in Japan, were also smart to identify – and capitalize on – the very happy coincidence that Kit Kat (a brand name originating out of the UK) translated into Kitto Katsu in Japanese, which literally means “surely win”.  The brand realized that this represented an opportunity to pair the product with the tradition of sending students good luck wishes before they take tough higher-education entrance exams.

As we discussed last June, what resulted was a Media Grand Prix award-winning campaign at last June’s Cannes Lions International Advertising Festival. The brand partnered with Japan’s postal service to create “Kit Kat Mail”, a post-office exclusive product that could be mailed to students as an edible good-luck charm.  Japan’s post offices were decorated with a cherry blossom theme to coincide with the nation’s annual exam period.

Nestle and Kit Kat have selected one of the most ubiquitous and effective strategies in marketing (and human nature) for building curiosity and encouraging immediate action – by creating limited availability (or the perception thereof). Many of the flavors are introduced for a limited time only, then quickly taken off the market.  Unsold inventory is collected and resold in “Happy Bags” during major gift-giving periods in Japan, such as New Year.

Creativity, understanding the local market and an insightful approach to its promotions strategy have also defined Kit Kat’s success in Japan.

[via AdAge]


PSFK's Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Brand Development
Media & Publishing Today

CNN Launched An Entire Drone Division Of Their News Network

CNN AIR incorporates aerial footage into the corporation's ongoing news coverage

Advertising Today

Uber’s Breathalyzer Cards Let You Know If You Are Sober Enough To Drive

A new campaign from the ride-sharing service raises awareness about the importance of a safe trip home


Get PSFK's Latest Report: Future of Work

See All
Design Today

Milk Proteins Could Be The Packaging Material Of The Future

A newly discovered casein-based alternative is biodegradable, sustainable and even edible

Technology Today

Intel’s New System Will Help Technology See And Understand The World

Joule is a tiny board for developers designed to bring powerful computer vision to cheap and easy-to-make prototypes


Jack Dorsey

Social Networks, Payments

Design Today

This LA Hotel Is Designed Specifically For Cocktail Drinkers

The Walker Inn is a new Los Angeles "Bed and Beverage" experience that offers guests an intimate setting for their night cap

Education Today

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going

Advertising Today

Interactive Art Exhibition For Dogs Provides Endless Fun

Installations created by artist Dominic Wilcox are based on activities loved by canines, such as fetching tennis balls and splashing in water


Future Of Work
Cultivating The Next Generation Of Leaders

PSFK Op-Ed Yesterday

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs Yesterday

PSFK’s Workplace Vision: The Annual Review Becomes An Everyday, Collaborative Activity

Our Future of Work vision is a web-based platform through which teams can collaborate on and monitor performance reviews across all channels, ensuring a happier workplace

Beauty Today

Design Your Own Custom Watch Faces

Customize your wrist device with Garmin's new app that lets you display personalized images or patterns

Syndicated Today

How The Olympics Taught Us Lessons In Cloud Analytics

Dan Vesset, group VP for analytics and information management at IDC, tells how cloud-based business analytics support decision-making

Beauty Today

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

Arts & Culture Today

Artist Shuts Down Sexist Comments By Turning Them Into Images

Rora Blue explores social stigma in a photo series titled 'Handle With Care'

Arts & Culture Today

Japanese Face Wash Creates A Perfect Rose Every Time

Kanebo's latest addition to the Evita line includes an application that dispenses cleanser in the shape of a flower


Innovation Debrief: Boston
Business Concepts Born In 'The Hub'

Mobile Today

Twitter Bot Will Warn You If You Are A Troll

An online tool developed out of Intel's Hack Harassment movement helps filter out or notify cyber bullies

Retail Today

Passengers Can Now Earn Airline Miles For Sharing Their Location Data

The Frequent Flyer app measures background data and gives travelers points that can be exchanged for tickets with participating airlines

Advertising Today

The NBA Is Releasing Two Original Shows To Stream On Twitter

The sports league announced a deal that demonstrates an interesting expansion of its content strategy

No search results found.