Novelty dessert shops have recently exploded across Canada, with millenials and Gen Z’s lining up to grab that perfect Instagram shot. Cineplex seized an opportunity to elevate its concession offerings with its new brand, Melt Sweet Creations. This custom shop was designed to jump on emerging and popular dessert trends that hit the sweet spot with the social-savvy. The result was a fresh and eye-catching new brand that stood out among the busy theatre lobby, indulging guests’ insatiable cravings for something sweet.

Discipline: Producing

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