In an effort to cut down on plastic waste, KitKat has changed the packaging of its chocolate bars in Japan.
Rather than using plastic, the Nestlé brand is wrapping its chocolate treats in high strength paper that is both rain and snow resistant. The packaging is fully recyclable and has been certified by the Forest Stewardship Council.
KitKat is also encouraging its customers to use the wrappers for other purposes like writing messages or creating origami shapes and figures. The packaging includes instructions on how to make origami paper cranes.
The initiative is predicted to save around 380 tons of plastic packaging annually, according to the brand.
Why it’s Hot:
Actions speak louder than words. With conversations around sustainability and environmental protection continuing to grow, taking the steps to better your products goes a lot further than a big flashy spot about “going green.” Plus, adding the origami tutorial to the packaging brings added value to the product.
A kit for Nestle Japan’s nutritional drink. Photographer: Kentaro Takahashi/Bloomberg
Nestle is taking an innovative approach to product development, starting with the Japan market.
According to Quartz News – “Some 100,000 people are taking part in a company program there that gives consumers a kit to collect their DNA at home. The program also encourages them to use an app to post pictures of what they’re eating. Nestlé then recommends dietary changes and supplies specialized supplements that can be sprinkled on or mixed into a variety of food products, including teas.”
Ultimately, the goal for Nestle actually goes beyond this, to creating completely individualized products based on individuals’ DNA that could even be designed to prevent serious diseases like cancer. Quartz’s crude example is “Pizzas that can ward off Alzheimer’s disease, for instance”.
One nutritional scientist says, “This is going to be the manifestation of the future. The one-size-fits-all platform is a thing of the past.”
Why it’s hot:
First, as the largest food company in the world, Nestle could be leading the way into a new era of food production – one that’s almost completely the opposite of its heritage over the last few decades. But most importantly, it’s another example of the shift we’re finally seeing from mass production to ultra-personalized products. While using DNA as the mechanism is not without concerns, what better experience than having food and supplements created for you based on what your body needs to keep you at peak health.
To celebrate KitKat’s 80th birthday and YouTube’s 10th birthday, Nestle decided to repackage 600,000 bars as “YouTube Breaks” in the UK.
This is part of KitKat’s ongoing partnership with Google, which made waves in 2013 when Google named its operating system Android KitKat. As an extension of this campaign, when users use their Android phones to search for YouTube break, the platform will generate top trending videos as part of the “break.”
Why It’s Hot: This is certainly a very unique partnership that aligns confectioneries with tech companies. It seems a bit far fetched, but creative. This campaign nicely aligns with the culturally relevant insight that YouTube breaks are the new office breaks, while developing a buzzworthy partnership with a top channel. The packaging changes for the anniversary also tie in very nicely for the occasion and make the brand seem refreshed.