‘Breaks for Good’: Travel retail embraces NITR’s outstanding KitKat campaign
#LiveYourBestBreak: Nestlé International Travel Retail's KitKat features with Dubai Duty Free
Nestlé International Travel Retail (NITR) has once again underlined the role sustainability plays in the future of its key brands in travel retail.
The first KitKat made with cocoa sourced from beans grown by families engaged in Nestlé’s Income Accelerator Program launched in European travel retail earlier this year. KitKat is the first global chocolate brand to use 100% sustainably sourced cocoa through the Nestlé Cocoa Plan and its collaboration with Rainforest Alliance.
This latest KitKat offering under Nestlé’s Breaks for Good campaign underlines the company’s strong sustainability credentials, through standout ‘Breaks for Good’ lettering on the pack and a bold Sustainably Sourced Cocoa stamp. A QR code encourages traveling consumers to discover Nestlé’s Cocoa Plan, further details on the program and its impact on the lives of cocoa-farming communities.
KitKat’s famous ‘Have a Break, Have KitKat’ slogan – a tagline which has been used by the brand since 1957 – was inspired by the idea that taking a break is important for mental and physical wellbeing. Breaks for Good takes that concept a step forward aiming to improve the lives of the cocoa farming families.
This creative brand message has already proven popular with NITR’s partners in travel retail and traveling consumers – especially those in the increasing-important Gen Z demographic – and KitKat Breaks for Good is featured in high profile promotions in selected airports across the globe.
Sense of place and sustainability focus: KitKat to the fore at Bangkok's Suvarnabhumi Airport
Aura Sanchez, NITR’s Marketing Manager, said, “To date, 2024 has been quite the year for KitKat. As a leading brand in the confectionery category, KitKat remains a consistent favorite for travelling consumers of all ages. It appeals to all category segments: self-treating, sharing, gifting and now; with a special message to share, it has taken on another role in travel retail as a sustainability leader.
“Our partners in travel retail have welcomed that role with open arms, ready and willing to develop and execute promotions and marketing campaigns which are fun, attention-grabbing and have a strong message to share.”
With leading travel retailer and food & beverage player Avolta, KitKat has claimed the limelight in the group’s large-scale Emotion campaign. The 360-degree campaign, which touches on all parts of the travel journey, is redefining the travel retail experience globally, bringing brands to an audience of over 2.3 billion potential customers, across 75 countries.
Emotion looks to enrich the passenger’s journey based on experience and innovation, with a focus on customer/brand engagement and an increase in brand impact and relevance. Along with in-store activations, it includes extensive social media campaigns, which complement those featured by both Nestlé and KitKat, and Avolta’s Reserve & Collect service and Red by Dufry loyalty program.
KitKat has featured in-store and online with catchlines including ‘Bring Home an Exclusive through Emotion’ and in collaboration with leading travel retailers in the UK, Europe, Mexico (with Cancun Duty Free), Asia and the Middle East, including a very successful campaign with Kuwait Duty Free.
Online and in-store promotions, including those at London Heathrow and London Gatwick, have spotlighted the exclusivity that travel retail can offer. And KitKat remains clearly at the forefront, with featured products including the KitKat Travel Edition Mixed Chocolate Sharing Pouch, and bestsellers KitKat Chunky Mini Pillow Bag, Mini Snack Bag and Mini Travel Sharing Bag, along with the latest KitKat Breaks for Good line.
KitKat Mini Moments Lotus & Milk (195.6g) is already popular with Gen Z travelers, as are KitKat Senses Cookie Dough and KitKat Destination Gift Packs which target both gifting and Sense of Place and have featured in major promotions in key destinations including Singapore, Thailand, and Dubai. Mumbai is set to follow in October.
Considering the brand’s focus on sustainability, Sanchez said, “The launch of the first Breaks for Good KitKat was well timed this year as travelling consumers and retailers up their own focus on brands and products which walk the talk.
“NITR and KitKat have put actions to their words, making substantial efforts to not only improve their products and meet the demands of today’s consumers, but also encourage other brands, and retailers, to do the same,” said Sanchez. “We could not be happier with the partnerships we have in the global travel retail channel. Our collaborations are stronger than ever with KitKat’s Breaks for Good campaign clearly demonstrating the power of a consistent brand message.”
