KIT KAT Mail
CAMPAIGN DETAILS
Brand Name: KIT KATAgency: JWT TokyoCampaign Duration: January 8 to March 31, 2009Advertiser: Nestle Japan
CAMPAIGN SUMMARY
In the aggressive retail market of Japan, especially for FMCG brands, the concern that keeps most marketers awake at night - and perhaps more so than any other market in the world – is the battle for space in-store. Japan is a country of extremely limited space, and is a market of consumers obsessed with ‘new’. As such, it is also a market largely driven by innovation. A marketing truth here...