HOW KITKAT CRAFTED A ‘CHOCOLATORY' STORY
Point of Purchase|July 2020
The FMCG category has always been a dynamic one, whether in terms of product range, consumer behaviour or of supply chain and distribution.
N. Jayalakshmi

Even in the midst of the pandemic, as many segments faced the brunt of lockdown and the consequently lowered demand, several FMCG companies have reportedly seen sales growth in June or are at least seeing recovery in sales. And interestingly, even beyond essentials, the snacks and chocolates category too saw a surge in sales. According to reports, in May 2020, a total of 50% of consumers said that they were snacking more, compared to 38% who said this a month earlier and 60% of consumers reportedly said that they had bought more comfort foods like confectionery in the last month.

So how does all this play out on the retail front for brands in this category? Brick and mortar stores have always been a more functional and utility driven space in this product segment, with MT/GT outlets and super markets being the main channels. But going forward it emerges that safety, experiential value-adds, omnichannel convenience and meaningful engagements, all combined with aesthetic brand communication, will play a huge role in establishing brand credibility in the brick and mortar retail space for FMCG brands.

Here’s a look at how design agency FITCH collaborated with KitKat in Brazil to elevate brand perception in the market, as well as find a connection with the local Gen Z market. Mark D’Costa, Managing Director; and Dominic Twyford, Business Director; FITCH India, while sharing the details of the branding and design exercise with Point of Purchase, also share some perspectives on the importance of design and instore brand experience for the FMCG category, and more. Presented in the next pages are excerpts from their inputs.

Can you first take us through the KitKat project in terms of how the right design intervention helped meet the brand objectives?

For retail brands, the store is the physical representation of who they are and how they want to be considered. So, when it comes to design, it’s not only important to get the design right, but the brand right as well. In this case, the idea was to elevate the perception of the chocolate in the country, as well as find a connection with the local Gen Z market. So the brand was looking for a new retail experience to help them achieve that. Inspired by their famous ‘Have a break’ strapline, we developed ‘The KitKat Chocolatory’, an experience designed around #CreateYourBreak, bringing it to life through theatre, innovation and community.

At this store, people can print a picture of their choice on a KitKat bar, win a KitKat on the digital vending machine game, marvel at creative AR hotspots and enjoy a VR tour through the inner workings of the chocolatory - all centred around our signature break experience: the KitKat pick ‘n’ mix.

Since launch in October 2019, The KitKat Chocolatory São Paulo has welcomed 300,000 shoppers and has racked up thousands of followers and tags on Instagram, as well as 40,000 mentions via Google Search.

As a retail design and experience expert focused more on lifestyle categories, how do you find the FMCG space to work with? What kind of opportunities do you see here?

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