Nestlé International Travel Retail (NITR) has teamed up with Dufry to bring ‘The Taste of Real’ concept experience to Zürich Airport, utilising a new virtual reality story and experience, with its super-premium chocolate brand Cailler.

 

Between now and 24 June, Nestlé is inviting passengers at Zürich’s Airside Center to experience this virtual reality viewer experience, depicting NITR as a sector confectionery pioneer, utilising innovative technology.

 

Passengers stopping at the Cailler area can now view the brand story and get close and personal to its heritage with the viewer technology instantly transporting to them to high mountains and ‘stunning rolling green landscapes’ where Maison Cailler is located in Broc, Switzerland.

 

HERITAGE AND AUTHENTICITY FACTORS

In addition, this story also introduces local farmers collecting milk to the viewer, as well as chocolate makers performing their duties at Maison Cailler.

 

NITR says that the space has been designed to reflect the brand’s premium qualities, while showcasing the full range, with brand ambassadors also close by and ready to offer Cailler samples to travellers to show off the range.

 

Those visitors who make purchases also receive a reward of an original paper-cut gift card and gift bag, hand-designed by Swiss artist Marianne Dubuis.

 

 

Commenting on this latest new initiative, Stewart Dryburgh, General Manager, NITR said the use of pioneering Virtual Reality in the confectionery channel is all about cutting-edge technology helping to drive both engagement and consumer conversion.

 

“Through this immersive activation, NITR can tell the unique Cailler story and its almost 200-year rich heritage to travellers who are looking for new and distinctive brand relationships. We are confident Cailler will drive the premium category performance,” he said.

 

‘KEY ROLE’ IN CATEGORY GROWTH…

For her part, Manuela Facheris, Global Category Head Confectionery, Dufry said the world’s leading DF&TR operator is ‘thrilled’ to be partnering with NITR/Cailler.

 

She said: “Cailler already plays a key role in the growth of the category and The Taste of Real activation continues to support this by engaging with consumers, generating footfall and increasing sales at Zürich Airport.”

 

 

Passengers now have the chance to sample the chocolates (available in 16 and 25-piece boxes) in five assortments, which include the Signature Selection; Milk Chocolate Selection; Praliné Selection; Dark Chocolate Selection; and Velvety Selection.

 

Nestlé adds that the brand continues to be recognised for its ‘unique creamy taste’, being made from ‘some of the finest ingredients available’, including selected cocoa beans, in-house roasted hazelnuts and almonds, plus milk sourced from within 20 miles of Maison Cailler.