Nestlé International Travel Retail (NITR) has introduced a bold new campaign for its travel retail exclusive Nestlé Swiss range.
High profile activations, with ‘Be Inspired’ and ‘Experience distinctive Swiss chocolate’ tag lines, aim to increase in-store footfall and build consumer interest.
NITR said the “game-changing” initiative was created to reflect the three pillars of the Nestlé Swiss brand: Swiss lifestyle, Swiss mountains and Swiss chocolate. The campaign, which can be adapted to suit available floor space, has already featured at Geneva Airport and activations are planned for airports in Paris, Rome and Prague.
The centrepiece for larger spaces such as Geneva is a ‘chocolate climbing wall’, which features an image of a silhouette climbing a Nestlé Swiss chocolate bar, with fruit and nut props to hold.
NITR said the promotion is designed to encourage interaction and selfies from customers, who can share the images on Instagram using the Be inspired by #SWISSChocolate tagline.
Medium-sized spaces will use a Nestlé Swiss chocolate bar prop that sits tilted on the side of a gondola. Customers can spin the chocolate cylinder sections to discover four main stories and illustrations. Smaller spaces will feature a gold metal framework with slide-in graphic stories.
Additional features of the campaign include a tasting station, stock display and an ice graphic floor sticker. The campaign also offers special gifting elements, including gold branded ribbon and personalised gift bags.
The concept will be showcased on the NITR stand at TFWA World Exhibition next week (Bay Village, 07).
NITR General Manager Stewart Dryburgh said: “These new activation designs showcase our bold new approach to bringing the Nestlé Swiss brand story to life in-store. There has been some terrific creative work done behind the scenes to produce these great new promotional assets and they should help to exponentially grow sales of our premium exclusive to travel retail chocolate brand.”
The Nestlé Swiss range, which was relaunched last year to target millennial travellers, includes the Nestlé Swiss Indulgent Tablet.
Other variants are the Nestlé Swiss Assorted Box, containing 20 chunks in five flavours; an assorted chunk tower with a mix of 38 chocolate chunks in three different flavours; a Nestlé Swiss Chocolate Chunks sharing bag (470g), and three mini boxes of 10 chunks available in dark, milk and milk hazelnut (94-96g).
