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Jonathan Jenkins

Verified premier member | offline
Member since 3 / 2016

New Markets and New Possibilities For Your Products

There is a candy bar called KitKat that consists of attached wafer cookie sticks covered in milk chocolate. To eat one, you break the wafer cookie sticks apart and eat each one individually.

The confection was first created by Rowntree’s of York, United Kingdom. In 1988, Nestle acquired Rowntree, and now produces the candy worldwide.

In the US, you might find a few variations, such as dark chocolate, extra creamy, white chocolate and things you would ordinarily expect in a candy bar.

So far, so normal, right?

But as KitKat expanded around the globe, a funny thing happened.

The Japanese people LOVE KitKat bars. 

And the Japanese people LOVE different, strange and exotic flavors of KitKat.

In fact, there have been more than 300 limited-edition seasonal and regional flavors of KitKats produced in Japan since 2000.

Some examples include:

Custard Pudding
Green Tea
Melon & Cheese
Cough Drop
Ginger Ale
Red Beans
Apple Vinegar
Pistachio & Grapefruit
Strawberry Maple
Grilled Potato
Sweet Sake
Plum Wine 
Soy Sauce
Miso (fish paste)
Strawberry Tiramisu
Tokyo Banana
Rum Raisin & Nuts
Strawberry Cheesecake & Nuts
Sweet Potato

How did KitKat become so popular in Japan?

Marketing, for one thing. The company partnered with the Japan Post to sell the bar in 20,000 post offices. 

That campaign encouraged associations of the product’s name to the similar-sounding phrase Kitto Katsu, which roughly translates to, “You will surely win.”

Nestlé and the Japan Post launched the campaign in 2009, and allowed people to write messages and send the chocolate bars from 20,000 post offices. The special packages included a space to write a message of encouragement and affix a stamp. 

The promotional packages were sold out within a month.  That campaign won the Media Grand Prix in 2010’s Cannes Lions International Advertising Festival.

When you have a fun, great tasting product that just happens to have a name that is associated with the local term for good luck, you can’t go wrong.

Lessons learned: Take great care in naming your product. When Chevy introduced the Chevy Nova to Mexico, the car was a complete dud. “No va” in Spanish means, “No go.”

But KitKat in Japanese had the opposite effect, sounding like their term for good luck. 

Do you plan to take your product to non-English speaking markets? Then you’ll want to think about these things ahead of time.

Also, if you can choose a name that already contains positive associations, do it. Obviously, “Good Luck Candy Bar” is likely to outsell, “You Will Die Candy Bar.” You get the point.

Don’t be afraid to experiment, and to let your customers have what they want. Would you really think a fish paste tasting candy bar would sell? Probably not, and yet it does.

Even if your product is information, you can tailor that information to different markets. Do you teach marketing? Create courses especially for different types of professionals, different types of business and different countries where the businesses are located.

Do you coach? Tailor your coaching services to certain types of professionals, or problems, or anything else that sets you apart from the crowd.

And find the hidden message. 

Who would think a candy bar would be associated with getting good grades in college, graduating with honors, getting that top job and having an amazing life? 

It’s a big promise for a little candy bar, but why not? People love a good excuse to indulge, so help them find that excuse.

Of course, KitKat never PROMISES good test scores, only good ‘luck,’ which is extremely hard to measure.

 And the concept of ‘luck’ is something some cultures cling to much more than other. Would a good luck candy bar do will in the US, for example? Maybe not. 

Always tailor your message to your market.

Bottom Line: Don’t be afraid to expand your thinking, your product and your market. Who knows – you could be selling 300 versions of your product, too!





Press Release comments:

The two most important parts of this are, give people what they want (even it it tastes like fish paste).

When marketing to others out of your area is makes sense to learn as much as you can about their culture. This in marketing comes under "know your customers."

Personally I have learned that in the U.S. you deal with many sub cultures. Those you have to understand as well.
Dennis Thorgesen

Thanks for sharing Richard Millner

Excellent and Eye Opening P.R.* ... Thanks much.Phil Schaefer

Experiment is the key new business strategy. Thanks for sharing Jonathan!  -via IBOmobilevictor Health

You just gave me a whole new slant on KitKat (long a favourite of mine) Jonathon and added to my education in the process. And the story illustrates admirably your message of don’t be afraid to experiment and let your customers have what they want. This is a must read press release with a skillfully crafted and presented message.Tom Riach

Hello Jonathan, congratulations on being the featured member of the day, continued success.Pauline Burke

Awesome Post … KIT-KAT* to you too … I’ve tried to Brand myself and my company as The Good4You-Gourmet* … I’ve decided on 2 Great Companies to promote to create a complete package that includes JDI-LIFE* Stem-Cel Nutrition … PYUR-LIFE* Vitality-Shots … Appreciate your advice on Getting The Word OUT.Phil Schaefer

always open for new optionsAdrian Deacon

Wwow, give me a break, break me off a piece of that Kit-Kat bar! Never dreamed Japan had all those Kit Kat variations. Sweet! Last I saw Kit Kat is theRandy Ireland

Greatness Press Release Jonathan Jenkins, something so simple can become so big is a matter of marketing the product in others ways across the world. Have a great day networking! :DQUEENHAJAR AKANQI

Thank you Jonathon for sharing this impressive PR. I enjoy Kit Kat candy bars, I just can't wrap my head around so many different flavors. Excellent marketing on the part of Nestle. To the top with you and Twitter too!Linda Michel White

Yeah, you bring up a great point, as markets have expanded World-wide and the KitKat bar certainly points to the value of meaningful names in the language of the targeted country.Understanding what is meaningful in another country means understanding the culture with its emphasis on different concepts. Kitto Katsu or "you will surely win" obviously, has important meaning in the Japanese culture. Very wise of Nestlé to approach the marketing Campaign, the way they did. Was that all by design or was it luck? Maybe a combination of each, but nevertheless, very ingenious. Thank you very much, interesting PR.Francis Cassady

KIT-KAT to You Too ... Love IT ... Who Knew? ... I posted a comment along with adding my email address for future updates as well ... Make IT a Great Day.Phil Schaefer

An excellent article, Jonathan. had no idea a candy bar could be this interesting. Thanks for sharing this.Don Merrill

Excellent post, Jonathan! Good advice 'always tailor your message to your market'...Steve Fazia