Known for their unusual and stand out flavours and designs, Kit Kats are a popular souvenir choice in Japan. However, with so many offerings to choose from, finding the right one to take back home can prove to be a challenge for shoppers, often turning an enjoyable experience into a frustrating and time-consuming decision. 

This is where Travel Memories Kit Kat comes into place. Located inside the Omiyage Kaido (Souvenir Highway) JR Kyoto Standing building, the unique vending machine offers a fast-to-use, personalised service, which gives consumers the opportunity to print a photo of their choice directly from their phone onto the package of an Uji matcha green tea flavoured box of Kit Kats. 

Making it even more appealing and personal to consumers is the postcard designed packaging on the back of the product, which allows consumers to share their experience with loved ones through the post. 

The unique vending machine offers a fast-to-use, personalised service

The eye-catching and interactive service is only available for a limited time, running from November 2017 until mid-April this year. Nestlé has strategically decided to run Travel Memories Kit Kat campaign in Kyoto during this timeframe, as the old capital is a popular tourist destination during its “momiji” autumn leaves season and spring time, when the picturesque sakura cherry blossom trees attract visitors from all around the world.

Following the footsteps of 2010s Choco Lobo campaign, which encouraged consumers to personalise their KitKats using their photos, Travel Memories Kit Kat is expected to be equally successful.

According to GlobalData’s 2016 Q3 global consumer survey, this type of interactive approach will resonate well with 45% of consumers in Japan, who perceive products they have helped to create as more favourable/significantly more favourable, indicating the demand and also opportunity for brands to facilitate greater consumer-product engagement.

Once again Kit Kat Japan proves that emotionally connecting with the customer beyond the product is essential for brands to stay relevant in today’s ever changing consumer landscape.

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