Kit Kat Mail
Kit Kat (Nestlé Japan)2009
Kit Kat Mail is a 2009 packaging and new distribution channel for Kit Kat, created by JWT Japan, Tokyo.
Why it works
A chocolate bar that became a postcard. In Japanese, Kit Kat sounds like 'kitto katsu' — roughly 'you will surely win' — and the bar had become a good-luck charm for students sitting university entrance exams. JWT Japan turned the pun into a product and a medium: with Japan Post, Nestlé created Kit Mail, a cherry-blossom pack of Kit Kats with space for an address and a handwritten message that could be stamped and posted to a candidate, sold from January 2009 at post offices across the country. The post office facing the University of Tokyo was wrapped in cherry blossom for the season. It took the Media Grand Prix at Cannes 2009 — the first time a Japanese entry had won that category — and Japan Post brought the project back for the following year's exams. It is studied as media invention: rather than buy space, the brand turned the national postal network, and its own packaging, into the channel.
Techniques
- Pathos Builds on the bar's status as a good-luck charm, so posting one to an exam candidate becomes a warm gesture of encouragement.
- Participation Buyers write an address and a handwritten message on the pack and post it themselves, turning the product into a postcard.
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