Blog: Nestlé gets a lucky break
Catherine Sleep | 3 February 2005
Occasionally products get a welcome sales boost that their manufacturers couldn’t have predicted. Brands become cult favourites, must-have items by associations that nobody foresaw. This has happened with Kit Kat in Japan.
Apparently the brand, which is marketed under the same name in Japan, sounds rather like the Japanese phrase meaning ‘Good luck in your exams’, kitto katsu. Suddenly, the exam-ravaged school populace seems to have cottoned on to the usefulness of the Kit Kat in cheering each other up as they swot away.
Nestlé said it has noticed an increase in demand. Its Japanese mission will also have been aided by the introduction of culture-sensitive varieties of Kit Kat such as green tea flavour. To an extent, of course, you make your own luck.
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