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.

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Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte