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KIT KAT Studio

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Insight

In order to propel an iconic chocolate brand into the 21st century one bite at a time, Ensemble needed to modernise the experience… of both the product and the break itself. It identified three core components where it could add value to consumers and test the next generation of KIT KAT; evolving the entire experience from break to bite.

- Product: Reimagine the traditional KIT KAT product to add noticeable consumer change and value and enable experimentation, creativity and exploration through new flavours.

- Packaging: Take the excitement of the new tastes into the touch of the packaging through a shareworthy presentation of the chocolate.

- The Experience: Create a memorable experience that people would want to repeat and be willing to pay a premium to be part of.

While in theory, turning the entire creation and consumption process on its head is possible, putting it into practise is nigh impossible! The ‘break’ had always been touted as the magic in the KIT KAT but the reality was, much of the magic in a KIT KAT ‘break’ takes place well before the wrapper is ripped open. The opportunity was to make people part of, rather; give them control of, this magic. 

Strategy

For the 25-35 year-old audience, breaks are hard to come by. In fact, 3.8 million Australians don’t have time for lunch, let alone a break BUT they’re hugely ambitious and willing participants if there’s social equity to be gained. This approach needed to blend the opportunity to make magic with social gratification.

After a crash course in chocolate making the agency arrived at the concept of a pop-up store, enabling consumers to sample flavours with a premium experience. Whilst logical, pop-up stores alone are a bit passé… it needed something more than a bit of theming for people to engage and talk about the experience and make the investment worthwhile.

These observations fuelled the creative thinking:

- People were more likely to share something if they had a vested interest in it. At every step, it needed to bake personalisation into the core of the experience.

- People were willing to pay a premium for a product perceived as limited or scarce. It needed to create scarcity but also deliver on demand.

- People judge product premiumness through the company it keeps and its touch points. Delivering a mediocre product and relying on ‘novelty factor’ would be unacceptable.

Introducing: The KIT KAT Studio. A concept pop-up store where consumers became creators with close to 1,600 unique combinations to create their own special break. The KIT KAT Studio was a delicious testing ground of new flavours and a brand-first where fans had a say on everything from flavours to design, to what they named their masterpiece.

What would you choose? Milk or dark chocolate? Pink rose petals or salted caramel popcorn? This tasty procrastination was an outcome of months of planning, piles of documentation and hours of testing.

(Research via http://www.tai.org.au/content/hard-get-break-1)

Execution

The KIT KAT Studio occupied a 28 metre squared space in Westfield Sydney on Pitt Street. With only five weeks to create from concept to completion, Ensemble worked closely with KIT KAT Australia on all elements including fit-out, design, staffing, digital & POS.

It was asking people to pay over four times the price of a normal KIT KAT for their customised break so every touchpoint needed to deliver a premium experience. The space housed a beautiful front-of-house chocolatier display and a visible working kitchen which accommodated the on-site production of close to 800 custom and special edition KIT KAT bars per day.

To help make the custom creation process as streamlined as possible, Ensemble developed a bespoke ordering interface and digital point of sale system that facilitated the personalisation, ordering and payment process. In addition, Ensemble’s design specialists created and constructed the store’s visual identity, covering everything from bench-tops to the digital customising system’s look and feel.

Upon arrival at the KIT KAT Studio, consumers could choose from the following options:

Create Your Own Break where consumers could step up and become chocolate creators themselves from a selection of close to 16,000 combinations. Personalised KIT KAT bars that were made to order were delivered in bespoke packaging that the customer also personalised.

KIT KAT Special Editions including four never-before-tasted gourmet KIT KAT flavours each week.

KIT KAT Special Edition “Caramelized Anna” - crafted by award winning dessert chef Anna Polyviou from Sydney’s 5 star Shangri-La Hotel.

Results

The people of Sydney quickly told KIT KAT it was onto a sweet thing with demand exceeding expectations from day one. In fact, Westfield waived the cost of an additional week’s activation space so to capitalise on the foot traffic it drove to the centre.

The experience was covered by the Daily Mail, TimeOut, Pedestrian, Mashable and more; getting Sydneysiders all hyped up.

Across the five weeks the store was open:

• 13,000 custom creations were made.
• 13,700 Special Editions were sold, an average of 700 KIT KAT bars an hour!
• Gross sales covered the cost of goods sold & staffing, generating $80,000 profit.

And it was clear from the 6,974 photos shared that Sydneysiders who liked KIT KAT, now loved it:

• @cherriecolada: “This is what dreams are made of… Happiness in a box of personalised #chocolates. #createyourbreak”
• @jny_32 “I have never been so excited about chocolate! #kitkatstudio #getinmybelly #personalised”
• @alishamarie_228 “I diet for things like this. ♥☺ #kitkatstudio”
• @madiwigham “So worth breaking my ‘no chocolate on a school night’ rule. Thanks #kitkatstudio #phenomenalbreak”

The KIT KAT Studio has been such a success that Nestle partnered with Ensemble again, to bring it to Melbourne for eight weeks over the 2015/16 Christmas period.

Have Your Say

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Brand:
Kit-Kat
Brand Owner:
Nestlé
Category:
Confectionery/Snacks
Region:
Australia
date:
August - September 2015
Agency:
Ensemble
Media Channel:
Experiential
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