• Nestlé KitKat Otona no Amasa White1
Nestlé KitKat Otona no Amasa White1

Nestlé KitKat Otona no Amasa White


Otona no Amasa--literally 'Sweetness for Adults'--is a less sweet version of the KitKat bar targeted at the adult market in Japan. A hit on its launch in fall 2010, Nestlé wanted to deepen the new brand's roots by releasing a white chocolate version of the product as a limited, winter-only edition.

The design needed to project all the values that have made Sweetness for Adults such a hit with consumers: things like 'deluxe,' 'high quality,' 'stylish.' At the same time, we needed to get across that this was a special, limited edition product, and to make sure it stood out against any competition.

We achieved these goals by changing the dark brown of the original Sweetness for Adults KitKat to a pure, refined and simple white. Paradoxically, this radical switch to a color at the opposite end of the spectrum only served to fortify the Sweetness for Adults brand proposition. The white KitKat looked so special that consumers felt compelled to buy it as part of an evolving flavor series.

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