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Kit Kat recognized for chocolaty postage

Kit Kat and partner JWT Japan were recently recognized at the Media Grand Prix in Cannes for their unique Kit Kat Mail product. The product started when Kit Kat found out their name, translated in Japanese “Kitto Katso”, means “surely win”. Kit Kat, being a very popular candy bar in Japan, wanted to utilize the translation in a campaign. This reminds me of how Chevrolet was not as lucky with the Spanish translation of their 1970s car, the Nova. Nova, spaced no va, literally means “No Go”. As you can expect, the Chevy Nova was not a big hit in Spanish speaking countries. Kit Kat, however, found an old Japanese tradition they could capitalize on. In Japan, it is accustomed for family members to send students good luck wishes before higher education entrance exams. Kit Kat and JWT Japan, partnering with the Japanese Postal Service, created a mailable, edible postcard to be sent for good luck. The chocolaty card was placed in post offices all over Japan and quickly became a hit. Kit Kat Mail did so well that the company has decided to keep it as a permanent product.