KitKat Mail

KIT KIT, when pronounced by Japanese, sounds like 'kitto katsu' which also means 'surely win'. With this happy coincidence, KIT KAT has been established as a good luck charm for the most important day in a Japanese student's life - university entrance exams. Our challenge, was to find a new, innovative and meaningful way to expand this brand beyond the student target, increase the buzz for the campaign, and ensure shelf presence in one of the most competitive retail trade markets in the world. (www.jwt.com)