• Nestle' KitKat Otona no Amasa Green Tea / Raspberry1
  • Nestle' KitKat Otona no Amasa Green Tea / Raspberry2
Nestle' KitKat Otona no Amasa Green Tea / Raspberry1 Nestle' KitKat Otona no Amasa Green Tea / Raspberry2

Nestle' KitKat Otona no Amasa Green Tea / Raspberry

Nestle

Launched in fall 2010, Otona no Amasa--literally 'Sweetness for Adults'--is a less sweet version of the popular KitKat bar targeted specifically at a slightly older demographic. Seeing how popular the new brand was with women in the 24-35 age group, Nestlé decided to build a stronger foothold in the market. In 2011, the company updated the design and released a limited-edition winter edition in white chocolate. Then, in 2012, Nestlé released a special green tea winter KitKat, followed by a raspberry one.

The package of the green tea flavor had a twofold task: first, it had to maintain the upscale, high quality and sophisticated values consumers already associated with the 'Sweetness for Adults' brand; second, it needed to get across that it was special because it offered the authentic taste of powdered green tea.

The challenge with the raspberry flavor was to project the fruitiness and the tartness of raspberry--a refreshing taste for summer.

We therefore took care to maintain the restrained adult tone of the brand, while trying to make the package as tempting and sensuous as possible. The green tea flavor featured a frothy cup of tea in one corner; the raspberry flavor, a cluster of raspberries around the central logo. Both flavors also showed a cross section of the KitKat bar and a trail of biscuit bits spiraling up to the right.

The result was a package that took the 'Sweetness for Adults' brand to a new level. The new flavors had a sensuous, tempting and highly distinctive look, quite different from any competitor products. Irresistible!

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