Kitkat

Nestle Japan is a good example of a multinational company that has successfully adapted its marketing and communications approach to the special characteristics of the Japanese market. Because of a linguistic resemblance of the name Kitkat with the Japanese "kitto katsu" ("definitely going to make it"), Kitkat has become the snack of choice for high-school students studying for the university entrance exams each spring. Nestle has cleverly included this fact in its current advertising campaign, encouraging students to do their best and using the cherry blossom season (which begins after the exams have ended) as an image of the bright future the students can look forward to.



The campaign is not limited to print adverts, but also includes a limited-edition Kitkat in cherry blossom flavor and package design as well as POS decoration (such as in this convenience store close to a famous university) with fake cherry blossoms.