News Published on 25 Jun, 2009
Kit Kat wins Grand Prix for edible postcard
Filed by Bill Bruce
In Japan’s competitive retail environment, one of the world’s most familiar confectionery products, Nestlé’s Kit Kat, found an unlikely new distribution channel, earning it and its agency, JWT Japan, the Media Grand Prix at the 56th Cannes Lions International Advertising Festival.
JWT was struck by the Japanese translation of Kit Kat (Kitto Katso means ‘surely win’) – and the tradition of sending students good luck wishes before they take tough higher-education entrance exams. So Nestlé partnered with Japan’s postal service to create ‘Kit Kat Mail’, a postcard-like product sold only at the post office that could be mailed to students as an edible good luck charm.
“It was a brilliant idea, flawless execution and amazing results,” said Nick Brien, president and CEO of Mediabrands Worldwide, and president of the media jury. “They created a business model that didn’t exist before.”
Kit Kat Mail was available in 20,000 Japan Post outlets, creating a new, competition-free retail channel where the product was heavily promoted in a place where there were no rival products. It was also the first time Japan Post ever partnered with a private company.
Nick Brien said Kit Kat Mail garnered $11m worth of free publicity, and Nestlé is keeping it as a permanent product. “Exams are over, but people still send it to wish good luck on any occasion.”
Source: Advertising Age