Kit Kat had serious PR problems after the Greenpeace's anti campaign. But it seems the brand works hard to make the whole sad story disappear from our minds.
JWT New Zealand created this new way to "Have a Break." for Kit Kat. Posters hung to turn into a chair outside a concert venue. A good way to support brand's tagline "Have a break"
That'a great implementation which unifies the brand and make it more tangible in users' lives. Watch the video below;
Ok we all know the good old saying; "Think global, act local" and we also know that some major brands like McDonald's, Coca Cola, are the best implementers of that concept. No need for details.
But when it comes to Japan, the localized products sound a little bit different.
The first one is Pepsi's Cucumber flavored soft drink. Not new, but should be mentioned. Launched in 2007, tastes like melon and cucumber. Sold 4.8million bottles in a few weeks and then it was time for Pepsi to move to a new product (Blue Hawaii). Apparently that's how it goes in Japan...
The next one comes from Nestle's Kit-Kat; Soy Sauce Kit-Kat!
I researched and asked about the taste but people do not think it tastes like soy sauce but like maple syrup. However, the taste is not the most important part of our focus; the variety of the product range is the key to success...
From yubari melon and baked corn from Hokkaido island to green beans and cherries from Tohoku in northeastern Japan to yuzu fruit and red potatoes from Kyushu island at the southern-most tip of the country...
That's Nestle's strategy set 3 years ago. And since Kit Kat is now number 1 amongst brand confectioneries in Japan, its success is obvious.
Strategy set by the client's marketing team is not sufficient on the way to success though. We should also mention the brand's agency in Japan; JWT Tokyo. They won the Media Grand Prix at 2009's Cannes Lions International Advertising Festival with “Kit Kat Mail”. The idea of this campaign is based on the brand name, as Kit Kat sounds in Japanese like “kitto katsu” (means ’sure I’ll win’). Thus Kit Kat Japan invented a special ‘postal parcel’ packaging with a postcard, where the address and a message can be filled. Consumers can send this ’sweet gift’ through postal mail. Delivery is free (actually it is included in the price of the bar already). Watch the case study below;
In a nutshell, Kit Kat Japan story is a great example for localization and shows clearly the importance of the synergy between the agency and the client marketing team.
Here we are on February 2010, but how the trends are changing this year? Slow drinks (opposition to Red Bull. Read further) to rock this year, a girl band from South Korea to rule the lists (The Wonder Girls, song Nobody PS:The real song starts at 1:50), Organic Fast Food (Wave from US to Europe, Top 10 US Chart) to change our new fast food brand choice behaviours, The Rise of Marina Silva from Brazil, to be one of the new leading global female leader... Thanks to JWT, we are all aware of what/who to watch in 2010. Not to mention that mostly all about going green. If you're looking for new business ideas; you are at the right place.
Here's the great presentation. Skip to slide 8, if u already know JWT. (Adweek’s “2009 Global Agency of the Year”)
Ah and why JWT is a trendsetter? Well JWT is the member of the leading agency family of 2009, WPP, with more than 200 offices in over 90 countries employing nearly 10,000 professionals. And serving to most of the global brands whose marketing & advertising budgets are pretty huge...
If you try to reach 14 of Belgium agencies, I should say that all you'll see will be a letter. Because 14 agencies across Belgium took part in The Virtual Strike against multiple agency pitches! Including; BBDO, Ogilvy, JWT, saatchi, mccann and many more...
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They state that they saw more than 10 agencies were invited to some pitches...They definitely have a point!!! Click to support
