Kit Kat wins Media Grand Prix at Cannes

Nestle's Kit Kat, found an unlikely new distribution channel in Japan and  has earned it and its agency, JWT Japan, the Media Grand Prix today at the 56th Cannes Lions International Advertising Festival.

 JWT was struck by the Japanese translation of Kit Kat -- Kitto Katso means "surely win" -- and the tradition of sending students good luck wishes before they take tough higher-education entrance exams.

So Nestle tied up with Japan's postal service to create "Kit Kat Mail," a postcard-like product sold only at the post office that could be mailed to students as an edible good-luck charm.

In innovation piled-on innovation, Kit Kat Mail was available in 20,000 Japan Post outlets, creating a new, competition-free retail channel where the product was heavily promoted in a place where there were no rival products. It was also the first time Japan Post ever partnered with a private company.

Kit Kat Mail garnered $11 million worth of free publicity, and Nestle is keeping it as a permanent product.