Nestlé's Cailler underlines its Swiss heritage at Geneva Airport
With a strong focus on sense on place, the Nestlé chocolate brand claims permanent visibility and notes an increase in sales after a standout activation at the Swiss hub
Nestlé International Travel Retail (NITR) is hailing the success of a recent activation spotlighting its popular Cailler chocolate brand at Geneva Airport.
In collaboration with Lagardère Travel Retail, the activation highlighted not only the brand but also its extensive product range, encouraging traveling consumers to "Bring home a piece of Switzerland."
Cailler is recognized as the oldest chocolate brand in Switzerland where it has been made since 1819. Since Cailler was introduced to travel retail in 2006, joining the premium chocolate category a decade later, it has proven a consistent favorite with traveling consumers.
Therefore, it was a natural choice for a high impact sense of place partnership with Lagardere Travel through enhanced permanent visibility in-store and consumer engagement in the high traffic activation zone outside the store.
The activation – which ran from April 29 to May 26 – resulted in a marked uplift in sales with Cailler also enjoying permanent visibility at the airport. NITR reported a significant uplift in sales versus the previous year and month, clearly indicating consumer appetite for sense of place and premium heritage brands such as Cailler.
Under the Geneva Airport spotlight, Cailler showcased its Touristic range, highlighting the chocolate brand’s Swiss origin, with the 250-gram Cailler Touristic Naps and the 231-gram Swiss Art Box among the best sellers.
A gift-with-purchase offer featured a Cow Keyring on purchases exceeding CHF50 (US$62).
NITR's food #1 strategy
Bold and eye-catching, the Cailler activation at Geneva Airport stands as a fine example of the continuing success of NITR’s food #1 strategy – with confectionery at the heart – and its VERSE (Value, Engagement, Regeneration, Sense of Place and Execution) model, highlighting the role of both sense of place and engagement as purchase drivers.
NITR General Manager Frédéric Porchet says, “We are delighted with the results of this activation with Lagardère Travel Retail at Geneva Airport. The sales figures speak for themselves; the result of a strong and relevant consumer proposition combined with a standout activation which has driven conversion by conveying the unique Cailler heritage to travelers.
“Cailler is an authentic Swiss heritage brand, with nearly two centuries of mastery shaping every stage of the chocolate-making process – from bean to box,” Porchet adds. “Its rich story, exceptional ingredients, and distinctive packaging make it an ideal gift or souvenir.
“It’s a perfect fit within our VERSE strategy and the ideal product to highlight Nestlé’s expertise, Swiss production and premium quality.”
Marie Lafille, Lagardère Travel Retail Switzerland, Commercial Director at Geneva Airport comments, “Lagardère Travel Retail Switzerland has a clear strategy at Geneva Airport, built around sense of place to bring local Swiss culture, craft and tastes into its retail spaces. This Cailler activation aligns well with this multi-faceted strategy, offering traveling consumers a true taste of Switzerland through a well-recognized and much sought after brand.
“We share a common aim with NITR; to offer our customers top quality products, with stories to tell and tastes to share. Cailler is a great example of a collaboration which is strong and ongoing.”
