When Nestlé rolled out their candy in the Far East, locals couldn't help but notice how close the words "Kit Kat" were to "Kitto-Katsu," which roughly translates to "win without fail." In time, students began to believe that eating a Kit Kat before they took their exams would result in a higher grade, which is the major reason the Kit Kat brand is doing so well in Japan's overcrowded retail market.
Nestlé went one step further by rolling out their Kit Kats in a blue bag -- to make people think of the sky, as in Heaven -- and printing the words "Prayers to God" on the package. It seems that Kit Kats are scoring in Asia not just because they are considered good luck, but because on the Nestlé Web site, browsers can enter a prayer that they believe will be sent up to a higher power.
From Martin Lindstrom's Buyology: Truth and Lies About Why We Buy.
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