SWITZERLAND. Nestlé International Travel Retail (NITR) is hailing the success of a recent Cailler brand activation at Geneva Airport, delivered in partnership with Lagardère Travel Retail.
The campaign spotlighted Cailler’s rich Swiss heritage and premium positioning, encouraging travellers to ‘Bring home a piece of Switzerland’.
Running from 29 April to 26 May, the sense of place activation took place in the prominent airside zone outside the main Aelia Duty Free (Lagardère Travel Retail) store. In addition to the experiential space, Cailler was featured through enhanced permanent in-store visibility.
According to NITR, the campaign drove an uplift in sales versus the previous year and month, underlining the appeal of heritage brands and sense of place activations in confectionery.
The activation highlighted the Cailler Touristic Naps 250g and Swiss Art Box 231g, both presented as souvenirs reflecting the brand’s local provenance. A gift-with-purchase mechanic offered travellers a complimentary cow keyring with purchases over CHF50 (US$62).
NITR said the campaign exemplified its Food#1 strategy and its wider VERSE model (Value, Engagement, Regeneration, Sense of Place and Execution). According to NITR, the activation highlighted the power of engagement and local relevance in driving purchase decisions in the channel.
Lagardère Travel Retail Switzerland Commercial Director at Geneva Airport Marie Lafille commented, “Lagardère Travel Retail Switzerland has a clear strategy at Geneva Airport, built around sense of place to bring local Swiss culture, craft and tastes into its retail spaces.
“This Cailler activation aligned well with this multi-faceted strategy, offering travelling consumers a true taste of Switzerland through a well-recognised and much sought-after brand.
“We share a common aim with NITR; to offer our customers top-quality products, with stories to tell and tastes to share. Cailler is a great example of a collaboration which is strong and ongoing.”
NITR General Manager Frédéric Porchet added, “We are delighted with the results of this activation with Lagardère Travel Retail at Geneva Airport. The sales figures speak for themselves; the result of a strong and relevant consumer proposition combined with a standout activation which has driven conversion by conveying the unique Cailler heritage to travellers.
“Cailler is an authentic Swiss heritage brand, with nearly two centuries of mastery shaping every stage of the chocolate-making process – from bean to box. Its rich story, exceptional ingredients and distinctive packaging make it an ideal gift or souvenir.
“It’s a perfect fit within our VERSE strategy and the ideal product to highlight Nestlé’s expertise, Swiss production and premium quality.”
Produced since 1819 and introduced to travel retail in 2006, Cailler is claimed to be Switzerland’s oldest chocolate brand. ✈
