SWITZERLAND. Nestlé International Travel Retail (NITR), in partnership with Lagardère Travel Retail and Geneva Airport, has unveiled a major KitKat & Formula 1 activation at Geneva Airport.
Running from 28 May to 30 June in Terminal 1’s Place Centrale, the activation represents the most extensive expression of KitKat’s global Formula 1 partnership in travel retail to date, NITR said.
The campaign combines experiential elements, travel retail-exclusive (TREX) products, personalisation services and promotional mechanics in a fully integrated retail campaign designed exclusively for Geneva Airport.
Notably, the activation marks the debut of the Kit Crew in travel retail. The Kit Crew is a team of brand ambassadors created to bring KitKat’s ‘Have a Break’ platform to life.
Dressed in distinctive red uniforms and racing helmets, the Kit Crew engage travellers through interactive encounters and photo opportunities designed to encourage passengers to pause and enjoy a break during their journey.
The Kit Crew also offer product sampling and gift-with-purchase incentives. Travellers who make qualifying purchases can receive exclusive KitKat & Formula 1 branded merchandise, including caps and backpacks.
Another focal point is an interactive Formula 1 racing simulator positioned prominently in front of the retail space. The attraction invites travellers to experience the thrill of the sport while serving as a high-visibility engagement tool.
The experience also showcases the latest products inspired by KitKat’s Formula 1 partnership, including a selection of TREX. Highlights include the collectible KitKat Car Tin and a five-pack of KitKat & Formula 1 chocolate cars, developed to tap into gifting and collectible purchase occasions.
Personalisation plays a central role in the campaign. An in-store engraving station enables travellers to customise their KitKat Car Tins.
Lagardère Travel Retail Switzerland Commercial Director Marie Lafille said: “At Lagardère Travel Retail, we are committed to delivering innovative retail concepts that enhance the passenger journey while driving strong commercial performance. This activation brings together an immersive experience, exclusive products and a globally recognised brand to create a truly standout in-store moment.
“This activation demonstrates what can be achieved when a global brand, a leading travel retailer and an airport operator come together around a shared vision. Through the exceptional collaboration between Lagardère Travel Retail, Nestlé International Travel Retail and Geneva Airport, we have created a unique destination experience delivering an innovative, entertaining and memorable traveller moment in Place Centrale, at the heart of Geneva departures.
“It is a strong example of how close collaboration with our partners can deliver added value for travellers and drive category growth in a highly competitive airport environment,” Lafille added.
“We are proud to strengthen our partnership with Lagardère Travel Retail through this activation celebrating KitKat’s global partnership with Formula 1 at Geneva Airport,” commented NITR General Manager Frédéric Porchet.
“This initiative is a clear example of our experience-led confectionery strategy, A.C.T. (Attract, Convert, Thrive), which focuses on creating engaging moments that drive both footfall and sales in travel retail.
“The travel retail debut of the Kit Crew adds a unique new dimension to the activation, while the racing simulator acts as a powerful traffic driver. Combined with our latest product range, particularly travel retail exclusives (TREX), the activation supports conversion by offering differentiation and relevance for today’s travellers.”
“By combining experience, innovation and strong partnerships, we continue to unlock new opportunities for confectionery category growth in the channel,” he concluded.
KitKat Global Head Rouven Lochmüller commented: “We are excited to bring the energy of KitKat’s global partnership with Formula 1 to travellers in such an engaging way.
“The debut of the Kit Crew in travel retail represents an exciting milestone for the brand, allowing us to bring the spirit of KitKat’s iconic ‘Have a Break’ platform to life in a new way while creating memorable moments for travellers.
“From collectible formats to new product concepts, we are responding to growing demand for unique, shareable and giftable products that resonate with a broad and increasingly experience-driven audience.” ✈
