KitKat is Bringing Back Blockbuster to Help Fans "Break Better"
Laura McQuarrie — March 27, 2025 — Marketing
References: a1retailmagazine
To promote the launch of its sharing bars, KitKat is reviving a 90s video rental store to help people Break Better—by switching off and relaxing together. To revive simpler times, KitKat is reopening Blockbuster for a limited time, giving people the chance to stop by the pop-up, choose an empty VHS case, and get a movie streaming code (valid on Rakuten) plus a free KitKat sharing bar—available in flavors like double chocolate, salted caramel, and hazelnut.
According to a study conducted on behalf of KitKat, Blockbuster is among the top five most missed high-street stores, and two in 10 respondents felt uneasy if their phone was out of reach, and 75% revealed it was affecting their relationship. This nostalgic pop-up aims to help people savor more downtime and quality time connecting with others.
According to a study conducted on behalf of KitKat, Blockbuster is among the top five most missed high-street stores, and two in 10 respondents felt uneasy if their phone was out of reach, and 75% revealed it was affecting their relationship. This nostalgic pop-up aims to help people savor more downtime and quality time connecting with others.
Trend Themes
1. Nostalgia-driven Retail Experiences - Reviving cherished brands like Blockbuster taps into consumer desires for nostalgic experiences that remind them of simpler times.
2. Tech-aided Disconnect - Creating environments that encourage digital disconnection through innovative means aligns with a growing need for quality offline interactions.
3. Hybrid Physical-digital Marketing - Integrating traditional physical stores with digital codes for online streaming represents a novel approach to omnichannel marketing strategies.
Industry Implications
1. Confectionery - Leveraging nostalgia in marketing campaigns by offering memorable experiences provides an innovative angle to engage consumers in the confectionery industry.
2. Streaming Services - Incorporating nostalgic themes with digital streaming services can attract audiences seeking entertainment with a touch of retro charm.
3. Retail Pop-ups - Utilizing pop-up stores to recreate beloved past retail environments enables retailers to tap into consumer fondness for retro brands.
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