KitKat Chocolatory

About

Whilst on contract as Creative Director for SDI Marketing, I was responsible for creating the pitch that secured the KitKat Chocolatory business. The Chocolatory is an experiential retail pop-up store that invites consumers to customize their own unique KitKat 4 finger bar, (Create Your Break) choosing chocolate, toppings, customizing name/message on the packaging or choose a special edition 4 finger bar. The Chocolatory was part of an effort to promote the new KitKat Ruby, a pink-hued chocolate bar with a light berry taste. The flavour was exclusively available at the Chocolatory, along with other rotating, pre-selected flavour combinations such as caramel popcorn and almond, berry and hibiscus, chocolate fudge and mint, among others. The custom shop first appeared in Japan in 2014. Several Chocolatory locations have opened across Japan, all of them permanent. While the Toronto location was just an experimental pop-up, I suggested that the brand use the ‘millennial’ foot-traffic heavy location of Queen and Spadina to attract its young fans rather than placing the experience in a mall as previously suggested.