Nestle Japan Ltd. wins FMCG Asia Awards 2025 for outstanding omni-channel campaign
The organisation leveraged digital media, influencer engagement, and cultural symbolism to create a nationwide movement of encouragement for exam takers.
Nestle Japan Ltd. won the Omni-Channel Experience of the Year - Japan award at the FMCG Asia Awards 2025 for its KitKat Juken campaign. The initiative combined traditional cultural elements with digital engagement to reach students preparing for Japan’s university entrance examinations.
Juken exams hold significant importance in Japanese society, marking a key stage for students and their families. For more than three decades, KitKat has carried messages of good luck, its name echoing the phrase “Kitto Katsu,” or “sure win.” Nestle Japan Ltd. extended this familiar tradition into a nationwide campaign that invited collective participation.
The company used an omni-channel approach to collect messages of encouragement from the public through social media. Nestle Japan stated: “Our message was simple but powerful: ‘You are not alone—we are cheering for you.’”
These messages, gathered from students and their families through digital media, SNS< and TikTok creators, were printed on KitKat wrappers and distributed both digitally and through sampling. The brand also encouraged people to fold origami cranes using KitKat’s paper packaging and inscribe personal notes of support. In total, 10,000 cranes were created, each one representing perseverance and good fortune.
At Hofu Tenmangu Shrine, Japan’s oldest site dedicated to academic achievement, Nestle Japan Ltd. held a drone show featuring 1,000 drones. They formed images of origami cranes and cherry blossoms, both long-standing symbols of learning and renewal. The event was streamed live on TikTok, attracting more than 42,000 viewers and generating over 25 million combined influencer and organic impressions.
During the campaign period, Nestle Japan Ltd. recorded a 140-basis-point increase in market share, reflecting the strong response to its coordinated omni-channel activity.
The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].
