Marketing for Kit Kats in Japan is believed to have benefited from the coincidental false cognate with "Kitto Katsu", a phrase meaning "You will surely win" in Japanese.[1] Some market research has shown that the brand is strongly correlated to good luck charms, particularly among students ahead of exams.[2][10][11] Kit Kat's "Lucky Charm" advertising campaign in Japan won the Asian Brand Marketing Effectiveness Award in 2005.[12]