Friday, January 1, 2010
Variety Friday: Gokaku Mug KitKat
On December 21, Nestle released this package deal of a KitKat, packet of instant Nescafe Excella coffee and a 5-sided red mug as part of their "support the students" campaign. Like the Milk Coffee KitKat, this carries the symbols and cherry blossom motif for all items marketed as gifts meant to encourage students to do well on their entrance examinations.
The mug has 5 sides and I believe that the Chinese characters (kanji) are a play on words that represent luck. This is why the mug is five-sided. The mug is the size of an average coffee cup and not some dinky affair. It's definitely built for use rather than novelty if you set aside the unusual shape. It's also quite solid and thick.
The combination of the full-size regular KitKat, single serving packet of instant coffee, and mug is only 200 yen ($2.18). This represents quite excellent value because the KitKat itself sells for 100 yen and most plain coffee cups (of smaller size, but similar quality) are about 100 yen as well. My guess is that Nestle Japan regards these more as promotional tools than as a premium money maker. I guess having a bunch of tired students who have been studying a lot drinking out of a KitKat and Nescafe mug that might inspire them to seek a sugar and caffeine rush seems like a pretty good idea.