# Nostalgic Video Rental Pop-Ups KitKat is Bringing Back Blockbuster to Help Fans "Break Better" By Laura McQuarrie | Published 2025-03-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/break-better References: [a1retailmagazine](https://www.a1retailmagazine.com/company-news/kitkat-sharing-bars-bring-back-blockbuster/)  To promote the launch of its sharing bars, [KitKat](https://www.trendhunter.com/trends/kitkat1) 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](https://www.trendhunter.com/trends/blockbuster-speakeasy) 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](https://www.trendhunter.com/trends/rakuten-viki-x-tous-les-jours)) 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. ## Trend Insights (Trend Hunter) - Score: 5.6/10 - Popularity: 61% | Activity: 69% | Freshness: 38% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Nostalgia-driven Retail Experiences:** Reviving cherished brands like Blockbuster taps into consumer desires for nostalgic experiences that remind them of simpler times. - **Tech-aided Disconnect:** Creating environments that encourage digital disconnection through innovative means aligns with a growing need for quality offline interactions. - **Hybrid Physical-digital Marketing:** Integrating traditional physical stores with digital codes for online streaming represents a novel approach to omnichannel marketing strategies. ### Who This Affects Most - **Confectionery:** Leveraging nostalgia in marketing campaigns by offering memorable experiences provides an innovative angle to engage consumers in the confectionery industry. - **Streaming Services:** Incorporating nostalgic themes with digital streaming services can attract audiences seeking entertainment with a touch of retro charm. - **Retail Pop-ups:** Utilizing pop-up stores to recreate beloved past retail environments enables retailers to tap into consumer fondness for retro brands. ## Related on Trend Hunter - [Gamer-Inspired Snacks](https://www.trendhunter.com/trends/kitkat1.md) - [Shareable Dessert-Inspired Chocolates](https://www.trendhunter.com/trends/kitkat-sharing-bars.md) - [Swapped Phone Campaigns](https://www.trendhunter.com/trends/kitkat-phone-break.md) - [Personal Break-Emphasizing Campaigns](https://www.trendhunter.com/trends/personal-breaks.md) - [VHS-Inspired Cookie Packaging](https://www.trendhunter.com/trends/oreo-cakesters.md) - [Workday Break-Focused Campaigns](https://www.trendhunter.com/trends/teams-meeting.md) - [Custom Chocolate Bar Studios](https://www.trendhunter.com/trends/kitkat-made-4-u-creator-studio.md) - [Nostalgic Film-Retail Speakeasies](https://www.trendhunter.com/trends/blockbuster.md) - [Cinema-Inspired Chocolates](https://www.trendhunter.com/trends/a24-movie-chocolate.md)