Expanding to an Innovative Channel with a Branded Experience through Packaging, Visibility and Engagement for a Global Confectionary Brand

Expanding to an Innovative Channel with a Branded Experience through Packaging, Visibility and Engagement for a Global Confectionary Brand

Our Creative Change Catalyst identified the insight and led the development to bring about a new brand selling experience with channel opportunity.

Challenge

  • To break away from the very cluttered and complex supermarket retail space.

  • Increasing cost of acquiring shelf space and visibility in the selling environment.

  • How to avoid fighting head-on with competitors by trying to find a new distribution channel.


  • In Japan, Kit Kat means “Kitto Katsu” which means surely win. Leveraging on this key Japan insight, we used small gestures like gift giving and handwritten notes to be written on post-card boxes containing KIT KAT, this gesture is authentic and is as important in Japan as the gift itself.

  • To drive this in a new way to experience the brand through a unique channel. The largest institution in Japan, the National Post Office which has 22,000 locations, was picked.

  • Dominate the distribution points through post-card Kit Kat packaging, visual merchandising and outstanding point-of-sale displays-stands.

Solution


The Difference Made

  • Disruption from the traditional place of business to a completely different touch point.

  • By spreading goodwill, Kit Kat mail created a motivation for consumers to purchase which grew market share and increased sales.

  • Generated free publicity of up to US $11 million dollars.


Watch Video


© Copyright. Tay Guan Hin