KitKat / Japan / 2009Promo · Retail & Shopper · Design & Packaging
KitKat Mail.
KitKat and Japan Post created mailable KitKat packs that people could send as good-luck messages to students before university exams.
- Brand
- KitKat
- Agency
- JWT
- Market
- Japan
- Region
- Global
- Year
- 2009
The challenge
In Japan, KitKat sounds like 'kitto katsu' ('you will surely win') and was already used as an exam charm.
The idea
Special packs with space for a stamp and a personal note were sold at roughly 20,000 post offices, so the bar itself became a postcard. It turned an existing student ritual into a new sales channel.
Results
- The packs sold out within a month
Case study source: Activation Ideas Source ↗
