![]() ![]() ![]() This is one of the best examples of the travel retail exclusive concept you could find. I bought three boxes for my (admittedly now quite old) youngest two children and their expressions of delight justified every Yen of the purchase. It’s almost a year since my last visit to Narita T2 and the emphasis on exclusives is unchanged. Nestlé Japan has for years seized on that dynamic brilliantly, rolling out a continuing series of new, limited-edition, flavours, including for Narita Airport. The most prominent of those exclusives, as underlined by its front-of-store positioning is KitKat, the country’s most popular confectionery brand and a hugely popular gift choice, particularly for schoolchildren. A lovely diverse array of food & and other products often exquisite packaging and numerous retailer exclusives. the offer is a sublime example of destination merchandise. As the photos reveal, it’s almost unbearably crowded, and the queue feels like it might last until next year’s Rugby World Cup in Japan.īut… and this is a serious but…. I love the main Akihabara store’s offer, though I hate being in the store. In fact, it’s one of two adjacent stores, the other (also popular) being dedicated mainly to consumer technology.< Akihabara is run by Tokyo Narita retailer Fa-So-La (the brand under which NAA Retailing trades – 100% owned by Narita Airport Corp). The store in question is Akihabara, a name symbolic of one of the largest sub-cultures in Japan. ![]() Is this the most productive airport retail space in the world by sales per square metre? Apart from one of the small but always crammed Korean ginseng boutiques at Incheon International Airport I can think of few that would even come close to it. Going green in Grasse and finding solace with Cloudy Bay in Discovery Bay - May 15, 2023.Home away from home in Hong Kong and reflections on the Singapore show - May 17, 2023.Wedding bells in Singapore and watch this space in Doha - May 21, 2023.When it comes to the target audience for this advert, KITKAT is not really targeting a specific group of consumers but instead aiming their advert at everyone in general with the only defining characteristic in everyone being that they like chocolate, and because this group is too large a group of consumers to be able to create a campaign aimed directly at them, KITKAT has created this advert and previous adverts to showcase that no matter what people are doing there is always time to stop and have a KITKAT with each other. This advert is good in showing that not everything in life has to always be so serious and that you should always take time to relax and have some fun with friends. KITKAT are also focusing more on product and brand recall in consumer minds because, the only time the product is seen in the advert is when the actors are eating the KITKAT. In this advert KITKAT has made use of soft selling in that they are not pushing information on the watcher, they are just focused on increasing their brand and product recall in the consumers’ minds. ![]() The advert also shows that even if people don’t know each other they can still have a conversation like friends over a KITKAT. I like this advert because although the chase is very reminiscent of childhood games of cops and robbers, where children would be chasing each other during the game, then turn around and being the best of friends. This started a conversation that made them sound like that all four were friends, but once the KITKAT was finished the chase started up again between the two pairs. The KITKATs slogan is take a break, so KITKAT has played this slogan into the advert in the way of getting the cops to corner the robber inside a warehouse, and as the robbers try to get away the coppers pull out a KITKAT and splits it between the other copper and robbers. Within this year TV advert it shows a classic cops and robbers chase that is usually seen in crime dramas and movies. Buy a promotional ‘Take a Break from Bills’ KitKat product it’s on individual bars as well as multipacks (don’t forget, buy at Tesco for the chance to double your prize cash to £100) Enter your details, select the retailer you purchased at, then enter the full barcode number from your pack at you must enter. For this week’s blog, I am looking at the 2014 KITKAT TV advert. ![]()
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