Over on Alphamale (a blog normally dedicated to health issues by the look of it) is a story of how Kitkat increased their sales in Japan. A definite longview approach, building up a story of a brand over 4 years, from a small start to something that is regarded as a good luck charm.
Meanwhile, in the UK, where it is already the number one brand, there’s less subtlety in the brand offering Golden Tickets. 100 lucky (or is that unlucky) winners will have the chance to become ‘famous’ by entering the Big Brother House. Of course, as long as they pass “thorough background checks”. Catch 22 always comes to mind though – anyone who wants to go on Big Brother and have their whole life under scrutiny probably shouldn’t be stuck in one place being televised for a month. BTW, Wikipedia has a quite fascinating page showing lots of different Kitkat varieties