Nestlé has launched its 2016 global KitKat campaign in
travel retail, celebrating the diversity of people who take a break around the
world. Dubbed “However you break, share it”, the activation is built on the
global Celebrate the Breakers campaign and is currently live in selected
airports. It will be rolled out throughout the year to over 50 locations
worldwide, including Rio de Janeiro, Paris, Doha and Singapore.
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| Passengers at Qatar's Hamad International Airport share their KitKat break |
Dedicated red brand spaces have been set up with four
themed break benches: a Social Sharing Break bench is equipped with a
whiteboard for personalised messages; a soft Relaxing Break bench features a
footrest; a Music Break bench has piano key seats; and a Sports Break bench comes
complete with football and net. Travellers are encouraged to capture their
airport break with a KitKat selfie stick, available upon purchase, and
share their experience with family and friends on social media using the
#mybreak hashtag.
Speaking ahead of the global launch, Stewart Dryburgh,
Nestlé International Travel Retail General Manager, said: "KitKat is a brand
that creates natural, engaging and immersive brand activations that benefit
everyone. Shoppers receive a unique experience, retailers gain increased
footfall and conversion rates, and KitKat strengthens its fan base by being
part of positive, break-related experiences. That’s why we constantly strive to
keep our concepts innovative with shopper engagement at the heart.”
