ARNOTT'S
CHOCOLATE LAUNCH
Experiential Activation, Launch Event
A surreal, immersive world inspired by Australia’s most iconic biscuits. Arnott’s reimagined as a playful luxury chocolate experience.
My Role: Creative Director, experiential ideation and spatial concept development.
White label agency collaboration.
THE BRIEF
To create a bold, culturally resonant launch celebrating Arnott’s entry into the chocolate category. The experience needed to challenge perceptions of confectionery marketing, generate media attention and create highly shareable social content.
THE CONCEPT
An immersive experiential world transforming Arnott’s most recognisable biscuits into oversized, tactile and highly interactive environments. Early creative development explored maze-like spatial design, confectionery-inspired interiors, surreal scale and playful sensory interaction.
THE EXPERIENCE
The realised activation invited guests through a series of theatrical flavour zones inspired by Arnott’s most iconic biscuits. Mirrored Jatz rooms, giant cracked Ginger Nuts, plush pink Iced VoVo lounges, Wagon Wheel western worlds and interactive Scotch Finger experiences transformed the space into a playful, immersive chocolate universe designed for discovery, participation and social sharing.
THE OUTCOME
The launch generated extensive national media coverage, influencer engagement and large-scale user-generated social content, successfully repositioning the Arnott’s chocolate range as playful, contemporary and culturally relevant. The project demonstrated the power of immersive storytelling and experiential design in transforming a heritage FMCG brand into a modern cultural conversation.