Following the announcement of Google’s partnership with Nestlé to name its latest Android Mobile Operating System ‘Android Kit Kat’, Nestlé has now launched a global high profile activation for travel retail.

 

Supported by a digital-social media campaign on Google+, Twitter and Facebook, Nestlé says that the in-store promotion leverages both the power of the Google and Kit Kat brands to entice and engage shoppers and ultimately drive category sales.

 

The activation kicked off in key airport locations globally from October 1, 2013 and is centered on a bespoke Kit Kat Android character with a limited edition GWP plush offered with a minimum spend on the Kit Kat range.

 

“The exclusive Android Kit Kat POS material will highlight the in-store offer at different touch points during the shopper journey; attracting travellers with the slogan: ‘Have a Break. Android Kit Kat’,” says Nestlé.

 

 

LIVE ANDROID KIT KAT CHARACTER

“This will be enhanced further at selected stores with the appearance of brand ambassadors, plus a live Android Kit Kat character in-store that provides a fun platform for shopper engagement, building interest and excitement.”

 

Alongside this, a digital campaign communicated in-store invites plush owners to post photos of their Android around the world using the #AndroidKitKatHere link.

 

This will be supplemented with posts on Kit Kat Google+, Twitter and Facebook pages to raise awareness about the promotion and further drive people in-store. Additionally, the best Android Kit Kat pictures submitted will be featured in a special photo album on the various Kit Kat digital platforms.

 

NITR brand manager Kit Kat Emmanuelle Chavarot says:  “At NITR we are constantly looking at ways to engage with our customers in travel retail through innovative promotions and activations.

 

“Google’s decision to name its latest Mobile Operating System Android Kit Kat provides us with an excellent opportunity to create a promotion that is specific to travel retail, building on the popularity of Kit Kat – one of our key lines in travel retail– with a fun and engaging in-store activation.

 

‘This will be further driven by strong social media support. The Kit Kat Facebook pages, for example, have a high numbers of fans – a high proportion of which will be travellers. We’re very excited about this activation in travel retail and believe it will generate massive attention worldwide and really drive category sales in-store.”