Create Your Break.
In just 5 years KitKat captured 5% of the chocolate market in Brazil. To align with the brand’s vision of elevating the product, it needed a retail experience that would perform this function and also capture the hearts of the local Gen Z market.
Drawing on the spirit of the brand’s famous ‘have a break’ strapline, we developed The KitKat Chocolatory’s experience design around #createyourbreak – and how this could come to life through theatre, innovation and community.
Digital weaves through the entire space, with product gamification, personalisation and mixed realities delighting visitors. They 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 (or within!) our signature break experience: the KitKat pick ‘n’ mix.
A break from the ordinary, designed around disruption and shareability.
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.