Nestlé International Travel Retail (NITR) is reinforcing its commitment to Sense of Place and Exclusivity, two pillars of its VERSE model, with a series of high-profile activations showcasing its flagship KitKat and After Eight brands.
Developed in partnership with leading travel retailers, the initiatives underline the global reach of the company’s hero confectionery brands.
KitKat and the Wonders of Malaysia
NITR is running a Wonders of Malaysia promotion for KitKat at Kuala Lumpur International Airport in partnership with Eraman.
The activation, launched in July and running through September, is located in Zone G, Contact Pier. It features bold sense of place elements tied to Malaysia’s Independence Day celebrations (31 August).
The campaign includes a gift-with-purchase offer, with shoppers spending MYR150 (around US$35) on KitKat products receiving a complimentary duffle bag. The campaign encourages travellers to ‘Live Your Best Break’.
Nestlé International Travel Retail General Manager Frédéric Porchet said, “We are very pleased to partner with KLIA and Eraman in this Wonders of Malaysia activation for our lead brand KitKat.”
KitKat in Lima
KitKat is also taking centre stage in Lagardère Travel Retail’s new flagship store at Lima’s Jorge Chávez International Airport. The sense of place pop-up is running from 1 August to 30 October.
The campaign brings Peru’s heritage to the fore and features imagery of Machu Picchu, a major cultural heritage site in Peru, and the Peruvian alpaca.
“We are delighted to be collaborating with Lagardère Travel Retail in this new store, as KitKat celebrates the uniqueness of Peru,” Porchet said.
“Sense of place is a proven conversion driver in the confectionery and chocolate category, and a key to accelerating the overall growth of the sector,” he added. “Our innovative approach in both activations clearly demonstrates this priority.
“The activations also highlight exclusivity and encourage engagement through photo opportunities – the ‘insta moment’ beloved by the key Gen Z audience. They drive footfall, increase conversion and grow basket size, as well as underline our aim to lead the transformation of travel retail shopping experiences.”
After Eight gifting
NITR is also enhancing the gifting credentials of After Eight with a new series of travel retail-exclusive packs featuring personalised sleeves.
The packs have been launched with key partners, including Dubai Duty Free at Dubai International Airport, Unifree and Gebr. Heinemann at Istanbul Airport and Avolta at Buenos Aires Ezeiza International Airport.
A limited-edition After Eight Strawberry variant complements the roll-out, further underlining the brand’s positioning as a travel gift.
“The After Eight activations underline the close relationships we enjoy with our partners in travel retail,” Porchet noted. “They also clearly show how NITR continues to invest to meet industry challenges with products and activations which will drive footfall and conversion, with a continued focus on our Food#1 ambition.
“Our goal is well known: to elevate food – particularly confectionery and snacks – to the same level of prominence as traditional categories such as alcohol and beauty.”
Through these activations, NITR continues to drive differentiation in travel retail by marrying exclusivity with local relevance, creating memorable experiences for travellers while reinforcing the strength of its leading confectionery brands. ✈
