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Kit Kat: Read Your Mail and Eat It

 

Posted on June 26, 2009
Kristen R.

 

Kit Kat is impressing the world of advertising with the campaign it has just launched in Japan. In order to stand out in a very competitive market, the brand (belonging to Nestlé) has launched an integrated marketing campaign using a number of methods: CRM, social media, PR...

The brand has partnered itself with the Japanese postal service (which has just been privatized) and has taken advantage of this unique opportunity to create an edible postcard.

The brand name Kit-Kat sounds similar to the Japanese expression "kitto-katso", which literally means "sure to win". Kit Kat has used this and associated its product with a Japanese custom to create a pertinent and unique message. In Japan, it is tradition to send cards to students to wish them good luck for their university entrance exams. Kit Kat has created a customizable chocolate postcard that can be sent as easily as a letter and that is available in 20,000 post offices throughout the country. This campaign is part of a series of campaigns started in 2003 on the occasion of these exams.

The campaign was such a resounding success that it won the Media Grand Prix at the Cannes Lions International Advertising Festival this year. Nestlé has decided to hold on to the postcards and make them available for any occasion, and in doing so created a new economic model.


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Sources:
- theinspirationroom.com
- hushhush
- adage
- The original article on culture-buzz.fr
- Translated by H. Turner

Image sources:
- Google Images
- theinspirationroom.com



 

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