2020 Winner
2020 Winners
Nestlé - KitKat
KitKat Chocolatory
One of KitKat’s biggest challenges is to show the world - and more specifically a whole new generation of chocolate fans - that it is much more than just a classic candy bar. It wants to showcase that every single bar is made with real ingredients, and real craft, and real care. Beyond that, it also wanted to show that KitKat can mean many things to many different people, offering a customized experience that is grounded in chocolate.
In other words, KitKat’s challenge was to reshape how people thought about the brand and the bar. And the big challenge with that challenge, is that people today don’t want to be told the story of a brand’s evolution, they want to help write it.
SOLUTION
To overcome all this, OneMethod helped bring the Chocolatory concept to Canada but redesigned every aspect of the store from the business plan to the overall experience. It then anchored all aspects in one big transformative idea focussed on customers’ creations and their involvement in the actual process of making a KitKat bar. And that idea was the first ever KitKat Chef’s Table, which brought the previously behind-the-scenes creation process to the centre of the brand experience and gave guests a chance to really immerse themselves in KitKat.
The agency trained head chocolatiers to provide intimate guided chocolate creation sessions, which you could reserve online. The Chef’s Table was central to the store design, acting as a beacon in the mall and store, drawing passing customers into the story. The rest of the store was designed to compliment this commitment to craft and quality, feeling like more of a KitKat restaurant than a store. Beyond the space, the agency also designed the actual product offerings and the packaging, the merchandise and the e-commerce platform, the back-end service and the overall customer experience, mapping flows from a multitude of touchpoint all the way to the Chef’s Table or cashier and beyond.
IMPACT
At just over two months of being open, it is difficult to track the full impact of the store. But upon opening, the store regularly saw extended line-ups, the Chef’s Table experience was fully booked for the first 3 months, and the launch alone garnered 20.6 million earned media impressions plus 14.4 million organic social impressions. Oh, and it’s got some great reviews on Yelp.