Expectations are a hard thing to manage particularly if you offer up something challenging to the consumer.
Combining things that don’t normally work together is a great way of doing this. Take this KitKat variant. The coating is Made from high-quality matcha of Uji, Kyoto. Not only that, but they have the added health benefit of being rich in catechins and theanine from the matcha.
Making this work on pack and convincing the consumer though, can be much more of a challenge.
What Nestlé Japan have done really well here is a simplified canvas and utilised a beautiful choice of colourways and enticing ingredient shot to make the offering more acceptable. This balance creates a huge amount of appetite appeal and convinces consumers that it’s “okay”.
What is most interesting for me here is the multi sensory approach with the use of the paper outer, promising a more premium sensorial experience.
If you are going to challenge the consumer with an unusual taste, always ensure that you reassure them that it works.
#Design, #Marketing, #Packaging, #Branding
