In Japanese Kit Kat sounds like 'Kitto Katsu', literally 'surely win' or more loosely good luck. Nestle and JWT Japan created a special edition mailable Kit Kat, to send as a good luck gift during exam season.
The 'KitMail' is available in 22,000 Japan Post offices, opening a new channel with no other confectionery competition. This has now won a Cannes Golden Lion.
Larger photo here.
Larger photo here.
Source: The Wire (WPP), Japan Today.
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