#KITKAT has announced plans to replace its plastic wrappers with recyclable paper wrappers in Japan, which can then also be turned into #origami creations.
Having worked on this iconic #brand for six years, I can say that this is a great initiative for a number of reasons:
By replacing plastic with paper, #Nestle is staying true to its #sustainability commitment in tackling a world-wide problem.
Through origami, KITKAT is becoming an even more integral part of the Japanese culture, which is the biggest market for the brand. KITKAT sounds similar to the Japanese words Kitto Katto, which translates to ‘You will surely win’ - the reason the brand has become so close to Japanese hearts.
This launch is yet another extension of the brand and its #purpose of doing good for the planet and for individuals and families.
It allows the brand to stay true to its positioning of ‘Have A Break, Have a KITKAT’ because now, consumers can have a break while eating a KITKAT and even after that once the #chocolate has been consumed.
https://www.independent.co.uk/life-style/food-and-drink/kitkat-japan-nestle-plastic-packaging-paper-wrapper-origami-cranes-waste-a9057356.html
#FMCG #CPG #innovation #packaging #kunalviews #recyle #sustainable #marketing
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