Nestle is looking to take its Kit Kat Studio global after successful iterations in both Sydney and Melbourne.
What started as a pop-up store in Sydney has turned into an eight-week retail offering in Melbourne, with the concept now being examined to see if it can be extended.
The store opened in Victoria in November and allows consumers to design their own custom Kit Kat that is then made in front of them.
“Coming with the level of expectation of what consumers would ultimately experience in a supermarket versus what they experience here gives a totally different perspective of the brand,” Nestle head of marketing, Chris O'Donnell told AdNews. “You can see what these products look like and have it made in front of you. Consumers have been extremely positive.”
There has been interest from Nestlé globally about rolling the offering out in other markets.
“We've got lots of interest from all over Nestlé around the world on this concept. We've got other parts of the business coming to visit to see it for themselves, including marketers from our head office in Switzerland. It's great to have that level of engagement and potentially see this concept roll out globally.”
FMCG brands have traditionally been dislocated from the retail experience and rarely sell direct to consumers.
The brand won't rule out opening a permanent retail offering following the studio's success.
“It certainly is something that we're thinking about...Our focus is really about making the Melbourne pop-up as successful and delighting consumers here and how this evolves we'll see but there is definitely potential for this,” O'Donnell adds.
The project was put together by IPG agency, Ensemble. Its managing director Tim Hodgson told AdNews innovation takes bravery in this world where ever dollar is accounted for.
“The Kit Kat Studio is a credit to Nestle’s forward-thinking marketing team, who have the confidence to bring something truly engaging to their consumers, allowing them to personalise their own experience of Kit Kat, and empowering them to share this experience.”
The pop-up is open in Melbourne until 7 February.
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