Companies interested in launching innovative campaigns should consider using candy labels. If they do, there are lots of questions to answer before it begins: where will it take place? What language will the labels need to be in? Which elements should be most emphasized?
One interesting campaign, highlighted in a press release from the Nestle candy manufacturing company, takes place specifically in Japan and is targeted towards railway commuters in that region. Travelers will be able to use Kit Kat packages instead of standard tickets for travel on the Sanriku Railway Network.
According to the notice, this campaign is specifically tied to this line of transit because a percentage of every bar sold will go towards the fund supporting this network. It was in need of repair from damage done by an earthquake that struck the country three years ago. the Kit Kat also has a special cultural place in Japan.
The Wall Street Journal noted this aspect when it reported on the deal, and quoted the representative of the Japanese version of Nestle, named Masaki Morimoto, on how this promotion is crucial to continuing awareness and support, even though the railway finally returned to functioning status this year. The Kit Kat ticket will be in effect for roughly 11 months.
"There are still people and businesses suffering from the aftermath of the 2011 disaster," Morimoto said. "Nestle Japan will continue to support the full recovery of the Tohoku region."
How does one communicate all of those things through in one package? It requires industrial labeling systems that can produce consistent results across different markets.
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