Nestle partnered with Japan Post recently to market the Kit Kat with edible post cards, a campaign recognised with the Media Grand Prix at Cannes International Advertising Festival 2009. The Japanese translation of Kit Kat, “Kitto Katso”, is translated as “surely win”.
The JWT Japan team made the connection between the translation and the tradition of sending students good luck wishes before higher education entrance exams. Kit Kat Mail, sold exclusively in 20,000 post offices, were made available as edible good luck charms.
“It was a brilliant idea, flawless execution and amazing results,” said Nick Brien, president-CEO of Mediabrands Worldwide and president of the media jury at Cannes. “They created a business model that didn’t exist before.”
The Kit Kat edible postcard is the latest form of the Student Exam campaign started in 2003. Nestle is keeping the edible post card as a permanent product, to be used on any occasion.
The Campaign Video
Click on the image below to play the video in YouTube (HD)
The Edible Postcard campaign was developed at JWT Japan, Tokyo, by senior creative director Eisaku Sekihashi, senior account planning director Kiyoshi Usami, art director Shizu Yamada, copywriter Midori Usui, account director Yasuhiko Yuasa, account executive Yuki Nakamura, chief producer Naoya Takahashi, producer Maemi, with PR By Prap Japan.