September 1, 2025
Nestlé International Travel Retail elevates key brands through targeted airport activations
NITR is strengthening its focus on Sense of Place and Exclusivity with a series of high-profile activations for its flagship KitKat and After Eight brands
Nestlé International Travel Retail (NITR) is strengthening its focus on Sense of Place and Exclusivity with a series of high-profile activations for its flagship brands, KitKat and After Eight.
Partnering with leading travel retailers, NITR has created impactful airport promotions that tap into two of the channel’s strong purchase drivers while spotlighting the global appeal of its most iconic confectionery brands.
KitKat and the Wonders of Malaysia
In collaboration with Eraman, a standout ‘Wonders of Malaysia’ promotion for KitKat started in July and will run through September at Kuala Lumpur International Airport (KLIA).
The Zone G, Contact Pier activation has a strong focus on Sense of Place, with eye-catching graphics and is well aligned with upcoming Malaysia Independence Day celebrations in August and September.
Encouraging passengers to ‘Live Your Best Break’, the KitKat campaign includes a handy gift-with-purchase offer. Consumers spending MYR150(approximately US$35) on KitKat products can pick up a free Duffle Bag, the perfect accessory for travelling over the holiday period.
Commenting on the activation at KLIA, Nestlé International Travel Retail General Manager Frédéric Porchet said: “We are very pleased to partner with KLIA and Eraman in this ‘Wonders of Malaysia’ activation for our lead brand KitKat.
“The activation is perfectly timed as Malaysia looks ahead to celebrations around its Independence Day on August 31.”
KitKat in Lima
Sense of Place is also playing a key role in a major KitKat activation with Lagardère Travel Retail in its recently-opened flagship store at Lima’s Jorge Chávez International Airport.
Running in the airport’s new terminal store from 1 August until October 30, the activation showcases Peru – its iconic Peruvian landscapes and the majestic Machu Picchu, alongside the charming figure of analpaca, the fluffy emblem of Peruvian culture.
“We are delighted to be collaborating with Lagardère Travel Retail in this new store, as KitKat celebrates the uniqueness of Peru,” Porchet said.
Conversion drivers
“Sense of Place is a proven conversion driver in the confectionery and chocolate category, and a key to accelerating the overall growth of the sector,” he added. “Our innovative approach in both activations clearly demonstrates this priority.
“The activations also highlight exclusivity and encourage engagement through photo opportunities – the ‘insta moment’ beloved by the key Gen Z audience. They drive footfall, increase conversion and grow basket size,as well as underline our aim to lead the transformation of travel retail shopping experiences.”
After Eight and Gifting
After Eight is synonymous with gifting globally. To elevate the gifting proposition further NITR brought Sense of Place, Limited Edition and Personalisation to life through GTR exclusive packs.
Partnering with leading retailers, bespoke sleeves for After Eight Mint have launched at: Dubai International Airport with Dubai Duty Free; Istanbul Airport with Unifree-Heinemann in Turkey and Argentina’s Ezeiza International Airport with Avolta.
A limited-edition After Eight Strawberry line is also featured at the same time.
“After Eight activations underline the close relationships we enjoy with our partners in travel retailing,” Porchet noted. “They also clearly show how NITR continues to invest to meet industry challenges with products and activations which will drive footfall and conversion, with a continued focus on our Food#1 ambition. Our goal is well known: to elevate food – particularly confectionery and snacks – to the same level of prominence as traditional GTR categories like alcohol and beauty.”
