This is an interesting example of just how far companies and their agencies will go for brand awareness. I love some of the comments for this entry, the brilliance and bitterness cannot be denied!
This is an interesting example of just how far companies and their agencies will go for brand awareness. I love some of the comments for this entry, the brilliance and bitterness cannot be denied!
April 26th, 2006 at 7:10 pm
Liz - this is great! What I love is that this is the resullt of FOUR YEARS of careful, subtle manipulation (no, its not a dirty word) on the part of the agency.
Its interesting to me that the candy was considered “old-fashioned” in Japan. Many people would have the immediate reponse of “We need to modernize this product.” What this agnency did, instead, is create a cache around Kit Kat that transcends timeliness: a good luck charm is an old fashioned notion, to be sure, but people still knock wood, kiss the Blarney stone, etc. as part of their modern lives.
Good luck is ALWAYS in fashion.