From experiential and guerrilla marketing to viral campaigns and pop-ups, EventStream is where we comment on the events that have caught our eye from across the world. In today’s EventStream we take a look at how KITKAT has hit the streets this October, or perhaps more precisely, the shopping centre!
“The Chocolatory” was a pop-up, located in the Stratford City Westfield Centre, brought to you by Nestlé, in conjunction with brand experience agency We Are Fearless, where consumers designed and bought bespoke “Create Your Break” KITKAT bars. Hosting a selection of toppings, ranging from chili flakes to mint leaves, “The Chocolatory” boasted two exclusive flavours, brought to you by Michelin-starred chef Michael O’Hare.
Westfield said on the campaign, “It’s a must-stop destination for any chocolate lover who wants to make their break time even better. It is the only place in Europe where you can create your own ultra-luxurious KIT-KAT bar and packaging.”
Why We Like It
This is the first European “Chocolatory” experience from Nestlé, following the success of similar stores in Japan and Australia. Allowing consumers to add a personal touch to their confectionery marks another smart move for KITKAT, a brand associated diversity in choice having produced over 200 different flavours since 2000.
Bespoke products are a hot commodity, with 46% of 25-30 year olds preferring personalised goods and services (Deloitte). By offering a limited-time service Nestlé created a new buzz around a popular long-standing brand, and the use Michael O’Hare as an industry influencer shows shrewd marketing savvy from We Are Fearless, positioning the product as a combination of personalisation, innovation and quality.
— Hazel Lee (@hazel_choc) October 4, 2016
Overall, this campaign looks set to build on the success of its sister campaigns further afield and displays an effective and engaging example of a pop-up store, a medium which many have let fall by the wayside in favour of more content-driven campaigns.