SPAIN. Nestlé International Travel Retail (NITR) recently partnered with Avolta to bring its KitKat Formula 1 partnership to life at Adolfo Suárez Madrid–Barajas Airport Airport. The two-month activation began on 11 August.
The KitKat x Formula 1 campaign is running across Avolta stores in Terminal 4 and the Terminal 1 non-Schengen area. According to the brand owner, the activations tap into race excitement ahead of the Formula 1 TAG Heuer Gran Premio de España in Madrid on 13 September.
A Formula 1 racing simulator is a standout element and invites travellers to test their driving skills before taking a break with KitKat. In addition, Formula 1-themed branding features across participating stores to boost visibility and engagement at key points along the passenger journey.
The activation showcases the breadth of the KitKat portfolio, including a selection of travel retail exclusives (TREX). Selected gift-with-purchase (GWP) and bundle offers feature a collectible KitKat Car Tin.
The Madrid showcase forms part of NITR’s wider investment in leveraging the KitKat x Formula 1 partnership across the channel. The partnership is said to be a key driver of NITR’s ACT (Attract, Convert, Thrive) strategy, which aims to draw travellers into the category, encourage conversion and support category growth.
KitKat was named the Official Chocolate Bar of Formula 1 under a multi-year global partnership with Nestlé. Several activations have been launched in the channel to connect the brand’s long-running ‘Have a Break, Have a KitKat’ positioning with the Formula 1 fanbase.
Avolta Global Head Food, Confectionery, Souvenirs and Toys Philippe Moryl said: “Collaborations like this show the role travel retail can play in turning major global partnerships into engaging experiences for travellers.
Moryl added: “Bringing together the KitKat and Formula 1 partnership at Madrid Airport creates a reason for passengers to stop, interact and discover the offer, while adding something memorable to their journey.
“Together with Nestlé International Travel Retail, we are continuing to explore new ways to combine great brands, exclusive products and experiences that make travel more enjoyable.”
NITR General Manager Frédéric Porchet said: “The KitKat and Formula 1 partnership gives us a fantastic platform to bring new energy and excitement to confectionery in travel retail. Madrid is an important international hub, and together with Avolta we are using the partnership to create a highly visible presence that engages travellers throughout their journey.
“Activations such as this demonstrate how we can translate a major global partnership into relevant and engaging travel retail experiences. By combining the strength of KitKat with the excitement of Formula 1, we can encourage travellers to stop, engage with the category and, of course, have a break,” Porchet added. ✈
In a recent interview with The Moodie Davitt Report, filmed at TFWA Asia Pacific, Frédéric Porchet spoke about unlocking the next wave of food & confectionery category growth, and highlighted the power of the KitKat x Formula 1 partnership.
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
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 channel and our WeChat Video platforms. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In 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 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In 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. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. EPISODE 4In this episode we taste two fine whiskies from Japan under the Misaka label – Misaka 12 Years Old Pure Malt PX Sherry Cask and Misaka 12 Years Old Mizunara Cask. Resident TREX Master Martin Moodie is joined by Hong Kong-based Australian entrepreneur, spirits & wine distributor, restaurateur, whisky aficionado and now whisky owner, Harry Kartasis, who introduced the brand to the world. EPISODE 5In this episode, we stay with the house of Misaka. This time around Harry takes us up the premiumisation ladder, as he introduces Misaka 18 Years Old Pure Malt Mizunara Cask and its 21 Years sibling. Like its predecessor edition, Episode 5 was shot inside Harry’s acclaimed Mexican restaurant in Wan Chai, Hong Kong, El Gordo Tacos & Grill. EPISODE 6In this edition, our resident TREX Master Martin Moodie, chats with Rolls Wong, Retail Manager at Duty Zero by cdf, the spirits and wine duty-free retailer at Hong Kong International Airport. The subject of their discussion? An extraordinary single malt whisky from Highland Park in Orkney, Scotland, available only at Duty Zero by cdf. Just 575 bottles have been released. Brands or retailers wishing to participate in the TREX Factor should contact Martin Moodie at Martin@MoodieDavittReport.com |
