Japanese Kit Kat postcard claims top international advertising title

Nestlé Kit Kat has achieved international recognition after winning a top media prize for its edible postcard campaign in Japan wishing students good luck for exams.

Playing on the brand name Kit Kat, which sounds like Japanese words “kitto katsu”, translated as “surely win”, Kit Kat Mail was launched as a specially-designed, ready-to-send package containing the well-known Nestlé chocolate bar and space for a message.

Having generated free PR coverage estimated to be worth USD 11 million, Nestlé's Kit Kat brand team and advertising agency JWT Japan were awarded the prestigious Media Grand Prix title at the 56th Cannes Lions International Advertising Festival in June 2009.

Working together with Japan’s postal service, the mailable Kit Kat bars were initially available in 20,000 Japan Post outlets and marked the first time Japan Post has ever partnered with a private company. With no competition from other brands, Kit Kat Mail is now established as a permanent product in Japan Post outlets.

In the UK, the Kit Kat brand will re-launch its 2 finger bars in August free from artificial flavors, colors and preservatives. Aimed to appeal to health-conscious mums, the new pack which is available in original, mint and orange flavors will be revamped with a banner displaying the healthy change.

Related links:
Cannes Lions International Advertising Festival website 
Kit Kat UK website