A campaign for chocolate brand Kit-Kat hopes to help students after they pull all-nighters with the 'Pillow Book.' Since students seem to be perpetually tired and with their notebooks, the Pillow Book wants to let students catch a few winks. The inflatable notebook works as both a pad of paper and as a soft cloud of comfort. Users can inflate the cover of the notebook at anytime and enjoy a guerrilla nap.
The idea behind the Pillow Book came from Kit Kat's slogan of "Have a break, have a Kit Kat." Continuing with the slogan's relaxation motif, ad agency JWT Brazil created the campaign to regain market share with teens and help them take a break.
Nap-Inducing Notebooks
The 'Pillow Book' Lets Students Rest Anywhere
Trend Themes
1. Inflatable Products - The trend of inflatable products, such as the Pillow Book, offers an opportunity for companies to innovate and create new inflatable products for a variety of purposes.
2. Convenience and Comfort - The trend of creating products that offer both convenience and comfort, such as the Pillow Book, presents an opportunity for companies to develop innovative solutions that meet both of these needs at once.
3. Nap-encouraging Products - The trend of nap-encouraging products, such as the Pillow Book, provides companies with an opportunity to create products that promote relaxation and help people rest during hectic schedules.
Industry Implications
1. Stationery - The stationery industry has an opportunity to create innovative products, such as inflatable notebooks like the Pillow Book, that offer new features and benefits to consumers.
2. Consumer Goods - The consumer goods industry can provide consumers with convenient and comfortable products, like the Pillow Book, that meet several needs at once, offering innovative solutions for today's lifestyles.
3. Marketing and Advertising - The marketing and advertising industry can leverage innovative and unconventional products, like the Pillow Book, to create memorable and unique campaigns that resonate with their target audiences.