SPAIN. Nestlé International Travel Retail (NITR) has partnered with Avolta to launch a Formula 1-themed experiential activation at Josep Tarradellas Barcelona-El Prat Airport.
Running until 30 June, the two-month campaign invites travellers to try an F1-inspired simulator experience while exploring the travel retail-exclusive (TREX) KitKat portfolio. The simulator invites participants to step into the role of an F1 driver and race against the clock.
The campaign was strategically launched to coincide with the upcoming Barcelona Catalunya Grand Prix weekend (12-14 June).
The activation showcases KitKat’s latest TREX range, including the KitKat Formula 1 collection. According to NITR, the range was designed to “attract, engage, and convert” shoppers in one of Europe’s busiest airport hubs.
Exclusive bundles and promotional offers, alongside collectible KitKat Formula 1 car model gifts-with-purchase, are also offered to drive conversion and boost basket spend.
NITR said the campaign reflects a broader shared ambition with Avolta to transform the confectionery category from a traditional purchase category and into a dynamic, experiential environment.
Avolta Global Head of Food & Confectionery Philippe Moryl commented, “We are pleased to collaborate with Nestlé International Travel Retail on this KitKat & Formula 1 activation at Barcelona Airport.
“At Avolta, we bring brands closer to travellers through engaging experiences that combine strong execution, relevant product offers and high-impact visibility.
“This activation brings together two globally recognised brands, an immersive in-store experience and exclusive product, creating a more memorable moment for passengers while supporting footfall, conversion and brand engagement for our partner.”
NITR General Manager Fred Porchet added, “We are proud to bring the KitKat & Formula 1 partnership to life with Avolta at Barcelona Airport, one of Europe’s most dynamic travel hubs.
“This activation clearly demonstrates our experience-led confectionery strategy, A.C.T. (Attract, Convert, Thrive), designed to create standout moments that drive both engagement and sales in travel retail,” he added.
“The Formula 1 simulator acts as a powerful traffic driver, increasing visibility and encouraging store entry, while the product range – particularly travel retail exclusives – supports conversion by offering differentiation and relevance,” Porchet added. “This is especially important for engaging Gen Z travellers, where we see high levels of interaction and an opportunity to further strengthen conversion.
“By combining experience, exclusivity and brand storytelling, we are turning engagement into measurable commercial impact.” ✈
Announcing The TREX Factor
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division*, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube platform with tailored versions and shorts to follow on a forthcoming WeChat Video Channel, Xiaohongshu, Instagram and links through our dual WeChat B2B platforms. EPISODE 1In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
