KitKat Comparison Sampling Campaign × Ganp Suzuki’s Rickshaw Journey Across Japan

Overview

A case study of implementing an experiential sampling campaign linked with Gump Suzuki’s rickshaw journey across Japan and vertical video initiatives in conjunction with the renewal of KitKat “Adult Sweetness,” contributing to POS results.

KitKat “Adult Sweetness” updated its impression through package renewal, but the product’s flavor characteristics could only be conveyed by actually tasting it. OASIZ collaborated with Gump Suzuki to plan an initiative combining real sampling centered on a rickshaw journey across Japan with vertical videos. By delivering KitKat during the journey from Fukuoka to Tokyo while continuously posting on social media, the campaign aimed to create awareness and experiences across online and offline channels.

Challenge

There was a need to properly convey the value of the renewed flavor through experience, not just advertising.

“Adult Sweetness” was prone to creating a bitter impression due to the old package’s black-based design, and the gap between this impression and the actual flavor was a challenge. Package change alone was insufficient to advance product understanding, and it was essential to shift perception from “bitter” to “adult sweetness” through the experience of “tasting.” Additionally, there was a need for touchpoint design that would lead not only to buzz generation but also to in-store traffic and purchases (POS).

Solution

Design an integrated approach centered on a rickshaw journey across Japan, encompassing real sampling, UGC generation, and in-store coordination.

A sampling campaign was designed where Gump Suzuki would cross from Fukuoka to Tokyo by rickshaw while distributing KitKat. The journey was continuously shared through vertical videos, simultaneously creating online awareness and real tasting experiences. By incorporating bartering elements, UGC was naturally encouraged, and the initiative coordinated with in-store events and talk shows that leveraged fan enthusiasm. In the #KitKatCompare campaign, people encountered along the journey were asked to compare two types of KitKat, and their genuine reactions were turned into content.

Results

Achieved approximately 20 million cumulative views and direct interaction with over 10,000 people. UGC was generated organically, and in-store sales achieved results significantly exceeding normal levels.

Recorded 24 posts with over 12.8 million cumulative views centered on Instagram, with an average of 530,000 views per post and 2,119 comments. Through the rickshaw journey across Japan, direct interaction with over 10,000 people was achieved, with nearly 200 attendees at the launch ceremony. The bartering generated such enthusiasm that “KitKat” was exchanged for goods worth approximately 1 million yen, and UGC posts proliferated as fans created their own KitKat merchandise and came to meet.

At Fuji Grand Higashi-Hiroshima in Hiroshima Prefecture, where in-store promotion linked with social media was implemented during the journey, a special event-coordinated sales area was set up. KitKat’s monthly sales increased significantly compared to normal times, and POS recorded a substantial increase compared to usual levels. The shopping mall representative gave feedback that “customer traffic exceeded expectations” and “there was significant POS impact, making this a highly satisfactory initiative.” Nestlé’s sales representative also highly praised the campaign, stating “this event enabled communication with buyers and topic generation,” making this a case study that produced results in both sales and relationship building.