In an ingenious example of going where the cameras are, Nestlé sent a KitKat into space earlier this week as a means of demonstrating support for the efforts of daredevil sky diver Felix Baumgartner as he prepared for his record breaking jump over New Mexico.
he stunt was posited as an effort to ‘keep Baumgartner’s spirits high’ and, mirroring live YouTube broadcasts of the main event, the chocolate bar’s descent to earth could be viewed via the brand’s social media platforms.This kind of savvy marketing stunt is by no means a one-time offer from the minds behind the KitKat brand. In a Japanese snack and confectionary sector saturated with flash in the pan items appearing and disappearing from shelves in the blink of an eye, Nestlé’s willingness to cultivate an in depth understanding of their target market and pursue creative strategies has ensured their brand a consistent position as the number one product of its type in Japan.
[quote align=”center” color=”#b64736″]The Japanese pronunciation of KitKat (Kitto Katto) happens to be remarkably similar to the phrase kitto katsu – ‘definitely win/succeed’.[/quote]
Some of the brand’s appeal in the Japanese market must be attributed to a fortuitous coincidence in naming. The Japanese pronunciation of KitKat (Kitto Katto) happens to be remarkably similar to the phrase kitto katsu – ‘definitely win/succeed’. Given the prevalence of the ritualised giving of small gifts in Japanese society, this coincidence of naming alone has contributed significantly to the brand’s popularity – what better gift for a friend beginning university or starting a new job?
Building upon this bit of good fortune, the brand has been hugely successful in zeroing in on local specialities and traditions as a means of securing consumer loyalty. In addition to producing special gift sets complete with a blank section on the packaging in which to scribe messages of goodwill to the recipient, Nestle have produced a huge variety of limited addition flavours, from the distinctively Japanese cherry blossom, wasabi, and green tea varieties, through to the rather more leftfield grilled corn and green bean flavours.
[quote align=”center” color=”#b64736″] the range proved a massive success, elevating the KitKat from a simple confectionary item to a sought after collectible[/quote]
Playing to the Japanese love of seasonal products, many of these varieties are only available at certain times of year – the aforementioned cherry blossom variety can only be found during the spring months, while major calendar events such as New Year, Valentine’s Day and Halloween also see limited run flavours hit the shelves.
In 2010, Nestlé launched a range of new varieties available only in certain areas of the country and intended to reflect the flavours for which each given region is famous. By once again tapping into a particular cultural phenomenon – this time the Japanese preoccupation with supposed ‘regional specialities’, the range proved a massive success, elevating the KitKat from a simple confectionary item to a sought after collectible.
While other products may come and go, Nestlé’s creative and tailored approach to marketing the KitKat brand ensures that it remains a stable and constant presence on Japanese shelves.
By Sam Jones
