TÜRKIYE. Nestlé International Travel Retail (NITR) has partnered with the Gebr. Heinemann-led joint venture Unifree Duty Free to launch an immersive KitKat & Formula 1 activation at Istanbul Airport.
The pop-up was officially opened on 3 July with a ribbon-cutting ceremony attended by representatives from NITR, Nestlé Türkiye and Unifree Duty Free. It will run until September.
At the centre of the activation is a Formula 1 racing simulator which invites travellers to test their driving skills before taking a KitKat break. The experience reflects the confectionery brand’s global partnership with Formula 1 while reinforcing its presence within travel retail.
The interactive F1 racing simulator, positioned prominently in front of the retail space, invites travellers to experience the thrill of the high-octane sport while serving as a high-visibility engagement tool.
The activation also offers a personalisation element through an engraving service for purchases of the collectable KitKat Car Tin, enabling travellers to customise the product as a souvenir or gift.
Unifree Duty Free Chief Commercial Officer Ceren Tonguç said, “Creating distinctive retail experiences is central to our ambition of making every passenger journey through Istanbul Airport more enjoyable.
“This activation brings together entertainment, personalisation and premium brand engagement in a way that encourages travellers to stop, interact and discover the KitKat range. We are pleased to partner with Nestlé International Travel Retail and Gebr. Heinemann to deliver another standout experience for our passengers.”
Gebr. Heinemann Head of Global Category Confectionery & Food Christina Werner added, “At Gebr. Heinemann, we are always looking for new ways to create engaging retail experiences that enhance the passenger journey.
“This activation combines the global appeal of Formula 1 with the much-loved KitKat brand to deliver an experience that is interactive, memorable and relevant for today’s traveller.
“We are delighted to collaborate with Nestlé International Travel Retail and Unifree Duty Free on bringing this concept to Istanbul Airport.”
According to NITR, the campaign underlines its strategy of delivering immersive retail experiences that combine entertainment, shopper engagement and product personalisation while strengthening collaboration with travel retail partners.
“The partnership between KitKat and Formula 1 continues to create exciting opportunities to engage travellers in memorable ways,” commented Nestlé International Travel Retail General Manager Frédéric Porchet.
“As part of our A.C.T. category strategy (Attract, Convert, Thrive), we have worked closely with Gebr. Heinemann and Unifree Duty Free to create an activation that combines entertainment, personalisation and retail theatre. It encourages travellers to spend more time with the KitKat brand, stop and shop in Duty Free while celebrating the spirit of taking a break.”
Nestlé Türkiye Business Executive Officer Confectionery Esin Tanik added, “Istanbul Airport is a vibrant global hub, and what better place to showcase to both Turkish and international travellers the reach of this unique partnership between KitKat and Formula 1.” ✈
