Nestle KitKat - Kittu Kitsu Case Study Japan

Summary

In Japan, KitKat is more than just a chocolate bar; it's a symbol of good fortune, especially during school entrance exams. To tap into this cultural significance, KitKat partnered with Japan Post to create KitKat Mail—chocolate bars that could be purchased at post offices, personalized with messages, and mailed as good luck wishes. This innovative campaign saw KitKat become synonymous with success, generating immense publicity and lasting cultural impact. Even after the exam season, KitKat Mail continues to be a popular way for people to wish others good luck for various occasions.

Takeaways

• 😀 Japan is one of the most densely populated countries in the world, with a complex society and an aggressive retail market.
• 😀 The challenge for KitKat in Japan was not securing shelf space but maintaining it against fierce competition.
• 😀 In Japan, KitKat is pronounced 'Katu', which means 'surely win' – a hopeful message, especially in the context of exams.
• 😀 Japanese students face immense pressure during school entrance exams, and KitKat capitalized on this cultural insight.
• 😀 Families and friends traditionally send good luck messages to students before exams, often using handwritten notes.
• 😀 KitKat decided to create a new way to experience the brand by introducing KitKat mail – a KitKat bar you could buy, write a message on, and send through the mail.
• 😀 The KitKat mail campaign involved a partnership with Japan Post, one of the country’s largest institutions with over 20,000 locations.
• 😀 KitKat mail was introduced in 22,000 post offices across Japan, allowing customers to send chocolate bars with personal messages to students.
• 😀 Japan Post allowed KitKat to completely take over certain locations with branded displays and promotional materials.
• 😀 The KitKat mail campaign was a huge success, generating over $11 million in free publicity, and it became a permanent product in post offices.
• 😀 KitKat mail continues to be used even after exam season, with people sending KitKats to wish each other good luck for various occasions.

Q & A

Why is KitKat pronounced as 'Katu' in Japan, and what does it mean?

In Japan, KitKat is pronounced 'Katu,' which means 'surely win.' This gives the chocolate bar a positive and hopeful association, particularly with students facing exams.

What is the primary problem faced by KitKat in Japan's retail market?

The primary challenge KitKat faces in Japan's retail market is not about gaining shelf space, but rather about maintaining it in an incredibly competitive environment.

What cultural significance does KitKat hold in Japan?

KitKat in Japan has a cultural significance as a symbol of good fortune and encouragement, especially among students preparing for exams.

What solution did KitKat find to overcome the retail competition in Japan?

Instead of competing for shelf space, KitKat created a unique way for people to experience the brand by launching 'KitKat Mail,' a service that allowed people to send personalized KitKat bars through the post office.

How did KitKat incorporate Japanese cultural practices into their campaign?

KitKat incorporated Japanese cultural practices by aligning their product with the tradition of sending good luck messages, particularly during school entrance exams, and encouraging people to send KitKats with written messages of encouragement.

What role did Japan Post play in the 'KitKat Mail' campaign?

Japan Post played a crucial role by partnering with KitKat to allow the sale of KitKat bars at post offices, where customers could write messages and mail them to others as a way of sending good luck for exams.

How was the KitKat Mail initiative received in Japan?

The KitKat Mail initiative was an unprecedented success, generating over 11 million dollars worth of free publicity, and it became a permanent offering at Japan Post offices.

What makes KitKat Mail different from typical chocolate bar marketing?

KitKat Mail is unique because it combined the act of sending a chocolate bar with personal, handwritten messages, offering a more meaningful and culturally relevant experience than traditional marketing.

What impact did KitKat Mail have beyond the exam season in Japan?

Even after the exam season passed, KitKat Mail continued to be popular, with people still sending KitKat bars to wish each other good luck for various occasions, demonstrating the lasting cultural impact of the campaign.

How many locations did Japan Post support the KitKat Mail campaign across?

Japan Post supported the KitKat Mail campaign by deploying it in 22,000 locations across Japan, making it widely accessible to the public.