Have a bake, have a Kit Kat

The famous brand KitKat with Takagi launched last March 25 in Japan, an ovenable and salty version of its bar which is ready in 2 minutes using a toaster.

It all starts with the slogan: “Have a bake, have a KitKat” which was the message of the campaign that Nestle chose for the introduction of the product: KitKat Bake.

What makes this unusual scone presentation amazing is the way in which the campaign naturally led to the next level of brand extension:

The pizza restaurants Napoli no Kama and Strawberry Cones struck a deal with Nestle for special permission to use the new product in their recipes.

This innovation offers a new way to consume “desert pizza,” in which the salty taste is balanced with the sweet. Some of the variations with which you can find this dessert are fresh candy, banana with chocolate and nuts, whipped cream, maple syrup and gorgonzola cheese.

It is not the first time Nestle has worked with Takagi. In January 2016, KitKat unveiled the “KitKat Boutique,” a store in Tokyo specialized in providing rare and exclusive KitKat products like Sublime Bitter , Special Sakura Green Tea and Special Chilli.

Since chocolate became very popular in Japan two years ago (2014), you can find on the market a huge number of flavors that are rarely found outside the country, such as Purple Potato, Cinnamon Cookie, European Cheese Bean Cake and Wasabi.

To identify business opportunities, it’s necessary to understand your consumers; you have to listen again and again their needs or comments, and this, in turn, becomes the market research that helps to define new directions to take your growing brand. Understanding is growing. Let’s do BRAIN-DING!