Nestle "Crispy Monogatari"(Crispy Tales) is a both a new product and a new communication's concept. Take the outer Chocolate shell off a KitKat and you have a lighter crispy chocolate wafer - exactly what Crispy Monogatari is. The name, meaning "Crispy Tales" also sums up the marketing idea. To create "tales" stories behind the product and name. A never-ending series of stories have been created and exposed through both traditional and digital media. A book of tales is also being compiled, published and sold. A "Cracking Good Story" of innovative marketing.

Launched on TV, with just a small section of first tale read (theme "Lightness"), the audience was directed to the website to read the rest of tale. Back of pack also contains part of a "Crispy Tale" drawing people to find out what happens next on website. Crispy Monogatari's own mobile phone/PC website www.e-crispy.jp, created to explain the product/keep readers coming back for next part of story and new tales. 6 major Japanese authors have written stories, including Koji Suzuki (Author "The Ring"). Apart from being on pack and website, they have been compiled into a book and sold as "Crispy Tales".