Candy Kittens Landlord Pack

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CANDY KITTTENS

Retail Pack

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CONTENTS

WHAT WE DO

OUR PRODUCT

OUR RETAIL STRATEGY

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PAGE 13

PAGE 19

WHERE WE’RE GOING

EVENTS

TIMELINE

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PAGE 31

PAGE 38

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WHAT WE DO

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e r ' e W A FASHIONABLE CONFECTIONARY

OFFERING

for the style concious

CONSUMER 6


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BORN IN CHELSEA FROM A LOVE OF ALL THINGS SWEET Candy Kittens produce the finest premium gummy sweet in the world for the style conscious consumer. Made using natural, gluten free ingredients we provide a product that is unrivaled in taste and presented in packaging to match. Candy Kittens was born in Chelsea from a love of all things sweet. We were bored of what the dated confectionery industry had to offer, the same old synthetic sweets in cheap packaging and emblazoned with cartoon characters, so we created a product that is clean, luxurious and only contains the finest ingredients, offering a unique and fashionable sweet experience. Our brand, endorsed and founded by Jamie Laing, is supported through a unique marketing and PR strategy that includes strong social media presence and popular experiential marketing events across the country.

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CORE VALUES When we were developing our product we worked hard to make sure we produced the best possible gummy sweet we could, creating our bespoke flavour and texture.

NATURAL

Our sweets are made using natural colourings and flavourings and free from additives.

GLUTEN FREE

There are very few gluten free gummy sweets available, so we made this a high priority.

FASHIONABLE

We decided to challenge the current market and create a product that was sleek and sophisticated in design for the style conscious consumer.

FLAVOUR

All of our flavours are natural and created in the English flavour house, making them unusual and unbelievably authentic.

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CHANGE IMAGE

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These Little TREATS

Gluten

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OUR PRODUCTS

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We BELIEVE WERE

BRINGING something that's

FRESH AND UNIQUE

to your

STREETS 14


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KEY PRODUCT SOUR WATERMELON

We’re sure to tingle your taste buds with these watermelon wonders. If you’re a fan of the cross-eyed effect, these will be a firm favourite for sure.

ETON MESS

They say not to mess with a good thing, but we couldn’t resist a modern twist on an old favourite!

APPLE & ELDERFLOWER

Presenting a quintessentially British flavour for the discerning sweet lover. Peaceful in theory, but punchy in taste.

PEACHES & CREAM

These little beauties are fruity, fun, and elegant. This bag will ensure your day gets a whole lot peachier!

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COLOURS 18


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OUR RETAIL STRATEGY

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SEASONAL CAMPAIGNS At key times of the year we have a campaign running online which often revolves around an event or pop-up shop. We aim to make our campaigns very interactive as we predominantly communicate to our audience over social media. Introducing these campaigns through pop-up Shops and events allow us to bring these campaigns to life. Each campaign helps to make every popup unique and special, encouraging those who follow the brand online to visit and experience the campaign in a physical space.. This has proven to be far more effective than merely using a shop front to attract customers. One of the most successful campaigns to date was ‘Say No To Chocolate’; a spoof appeal to plead with the public to stop eating chocolate over the Easter period, scoring the most amount of views on any of our videos to date.

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WE take on

A VACANT SPACE

And

Unique

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SHOPPING EXPERIENCE


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EXPOSURE We operate predominantly digitally embracing our strong online following. Offline, we combine pop up shops and other events aiming to create a physical presence in a different city every 5 weeks.

DIGITAL

Our advanced digital platform provides our customers with an online rewards scheme Sweet Elite - and regular offers with an ever evolving product selection.

POP UPS

Our pop-up strategy has become well known with separate campaigns for each store. We create theatre and excitement which maximises our following and exposure. Over the past 2 years we have created pop-up shops in over 20 cities across the country.

WE’RE MOBILE

We have versatile equipment suitable for any event. Comprising of a branded inflatable X-gloo stand complete with matching feather flags, photoboards and our jewel in the crown - the CandyVan. All designed to create a big impact at any event we attend.

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r u O IS MADE WITH

REAL Fruit Juices 26


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WHERE WE’RE GOING

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PROUDLY STOCKED AT We always had a lot of belief and pride in our product so we’re very pleased that this has been recognised by leading retailers across the country and further afield. After launching the product with Selfridges we quickly became their number one selling confectionery brand, a title that we are still proud to hold today. Waitrose is our first national supermarket listing. We have always championed the high quality range of products available at Waitrose and are thrilled to be selected as one of the store’s luxury confectionery brands. We are continuing to expand into overseas markets with Dylan’s Candy Bar being one big step into the USA. Watch this space..

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EVENTS

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BRAND AMBASSADORS Our prized team of brand ambassadors embody Candy Kittens. They are natural, fun, energetic, enthusiastic and knowledgeable about the brand and everything we represent. You’ll find our ambassadors sampling at events, bouncing about outside our CandyVan, chatting to the public about our core values and generally having fun.

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Our pride and joy, the CandyVan, started out life in 1978 as an ice cream van. However our little beast has now traded in the italian soft serve for gluten free gummies. Painted in our signature colours our Van comes complete with DJ decks, large speakers ready to kick start any party - neon lights and a TV screen in the side, all making it pretty impossible to miss. The CandyVan will be used for sampling as well as retailing at events including pop up cinemas and festivals. We will also engage the van in more stand alone activity such as publicity stunts, office drop ins and shopping centre appearances.

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POP-UP & GO! Our alternative or additional set-up for events can actually fit into - a rather large - rucksack! Our inflatable branded X-Gloo stand can be set up in minutes and offers a great space for retail or general public interaction. We have so far used our 5m x 5m stand at festivals, shopping centres and numerous exhibitions.

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POP UP BOXPARK, SHOREDITCH

WE’VE HAD QUITE A JOURNEY SO FAR, HERE ARE SOME OF OUR MOST EXCITING DATES. POP UP LEEDS TRINITY

POP UP BEAUFORT HOUSE, CHELSEA

CANDY KITTENS BEGUN CK BOOK PUBLISHED

CHRISTMAS POP UP, KINGLY COURT SOHO 1ST POP UP SHOP 336 KINGS RD

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JUN

MAY

MAR

FEB

JAN

DEC

NOV

OCT

SEPT

AUG

JUL

JUN

MAY

LAUNCHED AT HARVEY NICHOLS

APR

POP UP BATH IN FASHION

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HAMMERSMITH POP UP SCREENS SUMMER SOCIAL FESTIVAL, RICHMOND

CLOTHES SHOW LIVE, BIRMINGHAM NEC POP UP CAMBRIDGE GRAND ARCADE

POP UP KINGS RD, CHESLEA

POP UP OLD ST STATION

IDEAL HOME SHOW AT CHRISTMAS, EARLS COURT LAUNCH AT FENWICKS, NEWCASTLE

POP UP LIVERPOOL ONE

LAUNCH IN WAITROSE

THE CANDY CRUISE, 12 CITIES IN 3 WEEKS

LAUNCH IN TOPSHOP

JUL

JUN

MAY

APR

CANDYVAN ARRIVES!

MAR

JAN

DEC

NOV

OCT

SEPT

LAUNCH AT BT2, DUBLIN

AUG

POP UP BATH, MILSOM PLACE

LAUNCH CANDY AT SELFRIDGES

FEB

CORNBURY FESTIVAL

JUL

LAUNCH IN DYLANS CANDY BAR, USA

AUG

POP UP BRISTOL CABOT CIRCUS

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Candy Kittens, Argon House Argon Mews, Fulham Broadway London, SW6 1BJ Office tel: 02071 83 93 79 Email: candy@candykittens.co.uk www.candykittens.co.uk

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