Kit Kat's Limited-Edition Chocolate is Only Available at Japan Post
Laura McQuarrie — October 29, 2016 — Marketing
References: nestle.co.jp & en.rocketnews24
The arrival of the year 2017 also brings in the Year of the Rooster according to the Chinese zodiac, so Kit Kat is launching a limited-edition chocolate collection known as the '2017 Kit Kat Otoshidama.'
There are a number of giftable boxes to collect, each one with a different image of a rooster on the front, including ones where the bird is dressed up as Mount Fuji, an eggplant and a hawk. On the inside of these boxes are individually wrapped chocolates that also feature the charming rooster character.
What's most interesting about the Kit Kat Otoshidama chocolates is that they are being released exclusively through Japan Post, meaning that people in Japan will have to head to their local post office in order to get their hands on these limited-edition Chinese New Year chocolates.
There are a number of giftable boxes to collect, each one with a different image of a rooster on the front, including ones where the bird is dressed up as Mount Fuji, an eggplant and a hawk. On the inside of these boxes are individually wrapped chocolates that also feature the charming rooster character.
What's most interesting about the Kit Kat Otoshidama chocolates is that they are being released exclusively through Japan Post, meaning that people in Japan will have to head to their local post office in order to get their hands on these limited-edition Chinese New Year chocolates.
Trend Themes
1. Limited-edition Postal Chocolates - The trend of limited-edition postal chocolate collections, like Kit Kat's 2017 Otoshidama, exclusively sold through nontraditional retail channels such as post offices.
2. Zodiac-themed Chocolate Collections - The trend of launching zodiac-themed chocolate collections, like Kit Kat's Otoshidama, as a way of capitalizing upon cultural events and festive occasions.
3. Individually-wrapped Chocolates - The trend of offering limited-edition chocolates in individually wrapped packaging, like Kit Kat's Otoshidama, that allow for personalized and giftable options for consumers.
Industry Implications
1. Confectionery - Opportunities for confectionery companies to diversify their product offerings and sales channels through limited-edition collections like Kit Kat's Otoshidama.
2. Postal Services - Opportunities for postal services like Japan Post to partner with brands for exclusive product releases to increase foot traffic and revenue in their retail locations.
3. Gift Retail - Opportunities for gift retail companies to offer exclusively sold limited-edition chocolate collections like Kit Kat's Otoshidama as a unique offering to their customers.
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