Kit Kat takes top prize at ABME
Nestlé Confectionery's Kit Kat brand beat off contenders for the Platinum prize at the Asia Brand Marketing Effectiveness (ABME) awards, held in Singapore last night, by becoming a 'lucky charm' for Japanese high school students through a newly-created urban myth and campaign developed by JWT Japan. Organised by Media magazine, the awards had a judging panel of 13 of the region's leading marketers and agency heads, led by Christophe Bezu, Asia-Pacific chief executive of adidas. The race for the platinum was fought fiercely with Procter & Gamble's SKII also in the running for the top accolade.
