Japan is one of the most densely populated countries in the world, and with an aggressive retail market, getting shelf space isn’t an issue – it’s keeping it.

Method

According to Cédric Lacroix, who manages Nestle in Japan and Korea, nearly 5 million Kit Kat bars are eaten daily by the Japanese. To ensure their campaign had immense impact on the staggering population of 127 million, they turned to the largest institution in Japan, the post office. Japan has over 20,000 post offices across the country and this was best way to reach as many people as possible. From this, the partnership between the Government, Japan post and Kit Kat introduced Kit Kat Mail – a Kit Kat consumers could buy at the post office and write a personalised, heartfelt message to send to family and friends. Post offices around the country were covered in Kit Kat branding and point of sale to promote the innovative and thoughtful campaign.

The results

• The campaign results were an unprecedented success and proved the Japanese enjoy spreading the love between fellow friends, family and colleagues. In total, the campaign generated over $11,000,000 worth of free publicity for the brand. The act of sending one short and sweet message was all it took to spark conversation about the confectionary brand.

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