Kikkake wa, KitKat de.
2022
- Format
- SPECIAL
- Aired
- 2022
- Episodes
- 2
- Status
- Finished
- Genres
- Slice of Life
A series of animated commercials directed by Naoko Yamada.
Includes:
1) きっかけは、キットカットで。(Feb 21, 2022)
2) きっかけは、キットカットで。娘と母の心をつなぐきっかけ (Oct 3, 2022)
Synopsis from AniList
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Where it came from
The 2022 campaign 'Kikkake wa, KitKat de.' (The trigger is KitKat) was launched by Nestlé Japan to reframe the iconic chocolate wafer as a social catalyst rather than merely a snack. Emerging from a long tradition of KitKat’s cultural integration in Japan—where the brand name phonetically resembles 'kitto katsu' (surely win)—this specific initiative sought to encourage small acts of communication and connection in a post-pandemic landscape, positioning the product as a tool to bridge social distances.
The design and conceptual direction for this campaign focused on minimalism and emotional resonance, moving away from overtly commercial aesthetics toward a lifestyle-oriented identity. By collaborating with local creators to highlight micro-moments of human interaction, the campaign aimed to soften the brand's corporate image. It was received as a sensitive, low-pressure branding effort that leaned into the established Japanese custom of gifting KitKats as tokens of encouragement or goodwill.
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About Kikkake wa, KitKat de.
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