Nestlé embraces the whole passenger journey to launch KitKat Senses at Dubai Duty Free

UAE. Nestlé International Travel Retail has launched a tactical campaign across Dubai International (DXB) in a four-way partnership with Dubai Airports, Dubai Duty Free and JCDecaux to drive awareness of its travel retail-exclusive KitKat Senses.

To maximise the campaign’s impact and drive awareness of the new product, KitKat is leveraging JCDecaux’s drive-to-store network by taking ownership of the passenger shopping journey through the airport.

The ambitious communication programme embraces 177 digital screens strategically located before and at points of sale to influence passengers and trigger purchases in Concourse A (Terminal 3) and Concourse D (Terminal 1).

Well before they get to the shops, passengers encounter the KitKat Senses messaging

The campaign invites passengers to immerse themselves in a unique KitKat experience this holiday season. By displaying visuals of the different KitKat Senses flavours, Nestlé encourages departing passengers at DXB to ‘Bring home an exclusive break’ from their travel journey.

The campaign embraces multiple touchpoints as the passenger journeys through the airport

Quoting a study conducted by Nielsen for a leading confectionery brand, JCDecaux said that its drive-to-store network at DXB efficiently influences purchase consideration, with 51% of those it reaches more likely to visit the duty free shop.

With DXB now operating at 100% capacity, Nestlé’s campaign is set to reach a wide range of global passengers during the year’s peak travel period, JCDecaux said.

Footnote: Today is the last chance to win a fabulous food hamper from Nestlé in our special Christmas competition to underline the potential of the food category in travel retail. Click here to discover more.


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