Many years ago, Nestlé tried to launch KitKat in China, with little success, as the recipe was wrong (for the Chinese), i.e. too much chocolate, two little biscuit and too expensive.
With a different recipe, “Nestlé Shark” was launched at the correct price and recipe. The shark was not there from the beginning, but as Nestlé had learned from Nesquik and Milo, they added a spokesman, an icon, i.e. something emotionally stronger than a logotype. Why? Because the product can be copied, but never a strong, memorable and unique icon! Nestlé’s cheaper version of KitKat was indeed quickly copied and, as can be seen from the illustration, there are many similar products on the market by now.
So what is the learning? It’s very simple: An icon, a spokesman, is much stronger than a logotype and does a better job, but it has to be big and placed in a prominent place on the package. Just ask Kellogg’s – they know this!