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
FREE 12
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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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