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.

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.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in