毫无疑问,Kitto katto听起来比简单的“Kit Kat”更有趣,但对日本人来说,这听起来像日本短语Kitto katsu,意思是“你一定会赢!”,发音上的相似性使糖果变成了一种好运符。
Families began sending Kit Kats to their college-aged kids before exams, hoping the sweet treats would help them get better grades.
家长们开始在考试前给他们上大学的孩子们寄礼物,希望这些糖果能帮助他们取得更好的成绩。
In 2009, according to AdAge, Nestlé even teamed up with Japan's postal service to create "Kit Kat Mail," which was a "postcard-like product sold only at the post office that could be mailed to students as an edible good-luck charm."
据AdAge报道,2009年,雀巢甚至与日本邮政合作,推出了“奇巧邮”,这是一种“类似明信片的产品,只在邮局出售,可以作为一种可食用的好运护身符邮寄给学生”。
Nestlé admits they leaned into being a brand that inspired confidence. Lacroix went as far to tell CBS that "Kit Kat’s mission in Japan is really to encourage people.”
雀巢承认,他们倾向于成为一个激发信心的品牌。拉克鲁瓦甚至告诉CBS,“奇巧在日本的使命就是鼓励人们。”
Who wouldn't want to eat a candy that wants to see them succeed like a delicious champion in your corner?
你难道会不想吃一块祝你好运、祝你成功的糖果吗?
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