Nestlé International Travel Retail (NITR) is leveraging Google’s soon-to-launch Android 4.4 mobile operating system (OS) – named “˜Android KitKat’ – by creating a high-profile global activation for the Kit Kat brand in travel retail.
The name is in line with the tech giant’s custom of naming its Android OS after a dessert, with previous versions including Cupcake, Donut, Eclair, Froyo, Gingerbread, Honeycomb, Ice Cream Sandwich, and Jelly Bean. The latest iteration is said to be the first time a well-known brand name has been chosen.
Supported by a major digital-social media campaign on Google+, Twitter and Facebook, NITR’s in-store promotion leverages the power of the Google and Kit Kat brands to entice and engage shoppers and ultimately drive category sales.
The activation, which kicked off in key airport locations globally from 1 October, is centered on the bespoke Android KitKat character with a limited edition GWP plush offered with a minimum spend on the Kit Kat range.
The exclusive Android KitKat POS material will highlight the in-store offer at different touch points during the shopper journey, attracting travellers with the slogan: “˜Have a Break. Android KitKat’. This will be enhanced further at selected stores with the appearance of brand ambassadors, plus a live Android KitKat character.
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The promotion features the Android KitKat character as well as Kit Kat brand ambassadors |
Alongside this, a strong digital campaign communicated in-store invites plush owners to post photos of their Android around the world using the #AndroidKitKatHere hashtag. This will be supplemented with regular posts on Kit Kat Google+, Twitter and Facebook pages to raise awareness about the promotion and further drive people in-store. Additionally, the best Android KitKat pictures submitted will be featured in a special photo album on the various Kit Kat digital platforms.
Nestlé International Travel Retail Brand Manager Kit Kat Emmanuelle Chavarot said: “At NITR we are constantly looking at ways to engage with our customers in travel retail through innovative promotions and activations. Google’s decision to name its latest mobile operating system Android KitKat provides us with an excellent opportunity to create a promotion that is specific to travel retail, building on the popularity of Kit Kat – one of our key lines in travel retail – with a fun and engaging in-store activation.
“This will be further driven by strong social media support. The Kit Kat Facebook page, for example, has a high number of fans – a big proportion of which will be travellers. We’re very excited about this activation in travel retail and believe it will generate massive attention worldwide and really drive category sales in-store.”
