News
Marketing can change the world

Kit Kat turns packaging into holograms of a Japanese boy band

Kit Kat is targeting students at exam time in Japan by giving them respite from studies in the form of a hologram of popular boy band DISH//.

The campaign, by J Walter Thompson APAC, follows on from Kit Kat Japan’s ‘Kit Mail’ campaign, which allows people to send students the chocolate bar in the mail to wish them good luck during their studies.

The reason for this is that Kit Kat sounds like “kitto katsu,” which means “surely win” in Japanese.

The update sees a clear plastic shape added to the wrapping that can be turned into a flat-bottomed pyramid. Once placed onto special YouTube videos of DISH// and with the lights turned down low, the video turns into an analogue version of a hologram.

“Students studying for entrance exams are not alone, even though their friends and family live far away. With Kit Mail Hologram, the four boys from the band DISH// suddenly appear in as a hologram in the room to encourage them,” said J. Walter Thompson Japan’s senior creative director Kohei Kawasaki.

The special Kit Kats are being sold throughout the exam season (January to March) in post offices around Japan.

Charlotte McEleny

I'm The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region.

When I'm not writing about this diverse and innovative region, I can be found eating Singapore's incredible food.

All by Charlotte