In Japan, Kit Kat has launched World Variety, a new multi-pack with three Kit Kat flavors from around the world. With each purchase Kit Kat is donating 20 yen to the Sanriku Railway, a vital lifeline for many Tohoku coastal communities, which were heavily damaged by last year’s earthquake and tsunami. With the reopening of a key section of the railway line this month, the brand is also decorating the outside of trains with messages of hope and goodwill from Kit Kat fans around the world. Fans can submit messages of support in their language to the brand’s Facebook page.
We called this initiative Kit Zutto Project to let people in Tohoku know we will be there for them: Kitto means “surely” and zutto “for a long time.” Last July, we posted about Kit Kat selling a special Northern Japanese flavor nationwide, with Nestlé donating a portion of sales to the Japanese Red Cross.