Doubling the sweetness by turning Kit Kat into a social currency of encouragement
Patt Nitikarn
Campaign details
Brand owner: NestleLead agency: JWT TokyoBrand: Kit KatCountry: JapanIndustry: ConfectioneryChannels used: Content marketing, Earned media, buzz, Events and experiential, Online video, Outdoor, out-of-home, Packaging and designMedia budget: Up to 500k
Executive summary
This case study describes how Kit Kat maintained its number 1 position in Japan by turning its wrappers into train tickets in order to encourage visitors to the tsunami-devastated region.
For any brand to do well in Japan,...