# Smart Snack Marketing In Japanese, ‘Kit Kat' Sounds Just Like ‘Good Luck' By Going Like Sixty | Published 2009-02-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/candy-brand-brain-food-japanese-love-kit-kat-bars-before-exams References: [brandfreak](http://www.brandfreak.com/2009/02/japanese-kids-break-off-a-piece-of-that-kitkat-bar-for-good-luck.html) Your quiz for today is to finish this jingle: “Gimme a break, gimme a break, break me off a piece of...” In Japan, the end of this jingle has more to do with brain food than relaxation. In Japanese, ‘Kitto Katto’ sounds like “kitto katsu,” which loosely translates into “good luck,” or “eat this candy and you will conquer the world.” Nestle must be frothing at the mouth to bring similar homonym-based marketing techniques to the rest of the world. Perhaps a rebranding is in order. I propose the ‘ACT/SAT’ bar! Sing it with me! ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 26% | Activity: 78% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Homonym-based Marketing:** Exploiting the power of homonyms in marketing to create catchy and meaningful product names. - **Cultural-specific Marketing:** Utilizing cultural nuances and language in marketing strategies to resonate with specific target markets. - **Linguistic Influence in Branding:** Leveraging linguistic associations to create strong brand perceptions and emotional connections with consumers. ### Sectors Adopting This - **Confectionery Industry:** Incorporating homonym-based marketing techniques in the confectionery industry to create unique and memorable products. - **Global Food and Beverage Industry:** Adopting cultural-specific marketing strategies in the global food and beverage industry to effectively target diverse consumer segments. - **Advertising and Branding Industry:** Harnessing linguistic influence in branding to help businesses create impactful marketing campaigns and brand identities. ## Related on Trend Hunter - [Personal Break-Emphasizing Campaigns](https://www.trendhunter.com/trends/personal-breaks.md) - [Gamer-Inspired Snacks](https://www.trendhunter.com/trends/kitkat1.md) - [Wafer Chocolate Bar Cereals](https://www.trendhunter.com/trends/kitkat-cereal.md) - [Break-Focused AI Campaigns](https://www.trendhunter.com/trends/ai-campaign.md) - [Celebratory Cartoon Candy Bars](https://www.trendhunter.com/trends/japanese-kitkat.md) - [Anniversary-Honoring Chocolate Products](https://www.trendhunter.com/trends/kitkat-bars.md) - [Tax-Deductible Snack Breaks](https://www.trendhunter.com/trends/tax-deductible-snack-break.md) - [Coffee-Flavored Candy Bars](https://www.trendhunter.com/trends/kitkat-nescaf.md) - [Collaboration Confectionery Candy Bars](https://www.trendhunter.com/trends/sugar-butter-tree-x-kitkat.md)