Taking a local approach to candy bars, Nestlé recently launched 19 new Kit Kat flavours in Japan that reflect food specialities of specific districts. Each flavour is sold exclusively in the region for which it was created, making the limited edition Kit Kats popular souvenirs for travellers.
The uniquely Japanese Kit Kat varieties include yubari melon and baked corn from Hokkaido; strawberry cheesecake from Yokohama; cherries from Yamagata Prefecture; and sweet potato, blueberry and soybean from the Kanto region. Other varieties include wasabi, green tea, apple, green beans, chilli and miso. Tapping in to the Japanese tradition of sending students good luck wishes before their exams, Nestlé also launched a marketing campaign with Japan's postal service to create "Kit Kat Mail," a postcard-like product sold only at the post office.
Developing an intimate understanding of the local market and targeting it creatively has earned Kit Kat the position of number one confectionery brand in Japan.
I have no idea when the last time was that I ate a Kit Kat. If it was a Kit Kat for my region, I wonder what it would be? Kangaroo? Seafood? Or beer?
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