KitKat 50th anniversary campaign
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EmailNestlé Japan and PMG Asia Pacific celebrated KitKat's 50th jubilee in Japan with an award-winning campaign that drove customer engagement, sustained retail sales and captivated consumers’ imagination. Leveraging our promo product expertise and deep understanding of the Japanese market, Nestlé tapped our Japan team to conceptualize, design and facilitate the production of a highly coveted, limited-edition Gift with Purchase collection that seamlessly integrated KitKat’s iconic branding into consumers’ daily lives.
Highlights
28
unique promo items
With keen insight on what Japanese customers want, we rolled out a comprehensive lineup of eye-catching collectibles in supermarkets nationwide. From cute magnets, Polaroid cams and mini fridges to everyday essentials like futons and towels — and even a garden bench! — we designed and produced 28 of the 30 GWP items; the rest we procured for Nestlé.
16.1%
average cost savings
As a promo campaign covering nearly 30 different original designs is a rare brief, we meticulously ensured that the collection’s aesthetics and high quality — especially for electronics and textiles — reflected the brand’s phenomenal status in Japan.
Through our robust supplier partnerships and efficient production tactics, our client achieved cost avoidance savings across all 27 promotional items.
Through our robust supplier partnerships and efficient production tactics, our client achieved cost avoidance savings across all 27 promotional items.
6
months of sustained customer engagement
For half a year, customers purchased KitKat goodies to get their hands on our GWP collectibles, resulting in exceptional sales performance.
In recognition of how our strategic marketing approach and design mastery strengthened customer brand loyalty, KitKat and PMG — as the campaign's promo supplier — triumphed together at the 33rd Japan Promotion Planning Contest.
In recognition of how our strategic marketing approach and design mastery strengthened customer brand loyalty, KitKat and PMG — as the campaign's promo supplier — triumphed together at the 33rd Japan Promotion Planning Contest.
What our client says
“We are grateful for your considerable efforts and hard work. Looking forward to working with PMG again. We are counting on you.”
Nestlé Japan
