Nestlé International Travel Retail (NITR) has launched its 2016 global KITKAT® campaign with the tag line, ‘However you break, SHARE IT’ which is aimed at celebrating ‘the diversity of breakers around the world’.

 

 

The company says that the activation is already up and running in selected airports and it will be extended to others, including Rio de Janeiro, Paris, Doha and Singapore.

 

 

It is based on the global ‘Celebrate the Breakers campaign’ and is described as ‘unmistakably identifiable through the iconic red KITKAT imagery within dedicated brand spaces aimed at encouraging passengers to engage in four themed break benches.

 

 

 

These include the following: a ‘Social Sharing Break’ bench equipped with a whiteboard for personalised messages; a soft ‘Relaxing Break’ bench with a footrest; a ‘Music Break’ bench with piano key seats; and a ‘Sports Break’ bench complete with football and net.

 

 

Having made their purchase, passengers are then encouraged to capture their airport ‘break’ moment with a dedicated KITKAT selfie stick to mark the moment with family and friends on social media using the #mybreak hashtag.

 

 

 

 

Commenting, Stewart Dryburgh, Nestlé International Travel Retail General Manager (pictured, top) said: “KITKAT is a brand that creates natural, engaging and immersive brand activations that benefit everyone; shoppers receive a unique experience, retailers gain increased footfall and conversion rates, and KITKAT strengthens its fan base by being part of positive, break-related experiences.

 

 

“That’s why we constantly strive to keep our concepts innovative with shopper engagement at the heart.”