INTERNATIONAL. To mark the 75th anniversary of Kit Kat this year, Nestlé International Travel Retail (NITR) has launched two exclusive limited-edition packs among a host of other celebratory activities.
Exclusive to travel retail, the 48 two-finger 993g Gift Box and 200g 12 x two-finger Mini Dispenser is presented in a high quality and impactful display, while existing presentations incorporated a special 75th anniversary logo.
“Available only during 2010, and exclusively in travel retail, the aim was to enhance visibility of the Kit Kat brand with a product offer that would increase the added-value element to the consumer, create a real point of difference over the local market, and – as a result – grow the total brand and confectionery business,” said NITR Marketing Manager Frederic Porchet.
“The 75 years of the brand was also a unique opportunity to speak about the brand and its longevity,” he added.
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Kit Kat 75th Anniversary promotions were held across the globe at key locations in North and Central Europe, the UK, the Middle East, Asia and the Americas, with particular success in Istanbul (top) and Dubai (above) airports |
Promotions were held across the globe at key locations in North and Central Europe, the UK, the Middle East, Asia and the Americas. Execution both on the ground and in supporting advertising and consumer communication such as window displays has been “exceptionally successful”, particularly at airports in Istanbul, Dubai, Brazil, Kuala Lumpur, Singapore and Toronto.
In the shops where the promotions were run, overall sales of the Kit Kat brand increased notably, NITR revealed. The company noted that the introduction of the anniversary packs has shown no cannibalisation on existing Kit Kat offers, with key skus continuing to grow and total sales, including the anniversary packs, up by significant levels.
Porchet continued: “Kit Kat is a key brand for NITR and this initiative has undoubtedly helped us to develop its profile in travel retail. We are delighted with the results of the 75th Anniversary initiative and this is an excellent stepping stone towards our next developments for the brand, which will be revealed at TFWA World Exhibition [Stand number: Gold Village GO3] this year.
“These aim to develop Kit Kat as a leading brand in the snacking and sharing segment while at the same time targeting a hitherto neglected target market. All will be revealed in Cannes.”
For details, contact Roland Stieger, Nestlé International Travel Retail, tel: (41) 21 948 29 71, or e-mail: roland.stieger@nestle.com.
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