FITCH: The KitKat Chocolatory, São Paulo

A retail experience that’s won over the local Gen Z market

In just five years KitKat has captured 5% of the chocolate market in Brazil. But the brand wanted to raise its profile further. The solution was an exciting retail experience – the KitKat Chocolatory – that would also win the hearts of the local Gen Z market.

FITCH, part of the Landor & FITCH group, drew on the spirit of the brand’s famous “Have a break, have a KitKat” strapline, and developed the design of the experience around #createyourbreak.

The KitKat Chocolatory is a break from the ordinary, with disruption and shareability at its forefront. Digital wizardry weaves through the entire space, with product gamification, personalisation and elements of augmented and virtual reality. Visitors are able to select and 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.

Since it was launched in October 2019, the KitKat Chocolatory, São Paulo, has welcomed 300,000 shoppers, attracted thousands of followers and tags on Instagram, and appeared in 40,000 Google searches.