Nestlé International Travel Retail (Nestlé ITR) has updated its ‘Live Your Break’ communication campaign for KitKat to cater to millennial and Gen Z travellers as they re-embrace travel post-Covid.
The reconceptualised campaign, which was first introduced in 2017 to highlight the experiences that millennial consumers looked for when as they traversed the globe, identifies four new traveller profiles: the Urban Explorer, the Thrill Seeker, the Social Connector; and the Wellness Unwinder.
It will debut at key international airports in early 2023, following its preview to retail partners at this year’s TFWA World Exhibition & Conference in Cannes.
“We believe that there’s never been a better, or more relevant, time to tell our consumers to #liveyourbreak,” said Nestlé ITR Marketing Manager Tamara Spada.
“KitKat is synonymous with breaks – and travel is once more becoming the ultimate break in the routine of our daily lives.
“Live Your Break 2023 will bring to life the emotive reasons people choose to travel, with a world of imagination, flair and excitement to be discovered and shared through a range of airport exclusive KitKat products.”
The reconceptualised campaign will target its newly defined traveller profiles with key visuals (both product and lifestyle based) centred on the KitKat Senses Range.
The visuals will present the products as ‘aspirational choices that deliver an indulgent yet attainable and exclusive break within the travel environment’.
Lifestyle images will feature the tagline ‘Break in a World of Flavour’ and depict travellers in city and country landscapes.
Product images will carry the tagline ‘Bring Home an Exclusive Break’.
These are connected by colourful ‘waves’ sweeping in and out of the visuals, with different shades representing the corresponding pack colours of KitKat Senses Tablets, along with images of ingredients such as almonds, hazelnuts, caramel pieces and dark chocolate swirls.
The KitKat Live Your Break 2023 strategy will incorporate NITR’s Digitally Connected Shopper approach, with key visuals, activations and engagement tools featured at all strategic touchpoints, powered by digital channels.
Consumers will be targeted across the full travel journey, with differentiated messaging deployed pre-trip, at the airport, during their trip and upon the airport return.
The campaign’s main objectives are to build curiosity, create awareness of what is available, and inform travellers of opportunity to purchase exclusive products in the channel.
“Our 2023 Live Your Break strategy combines three key messages: Break in a World of Flavour, Bring Home an Exclusive Break, and Only Available in Airports, all presented to travellers throughout their journey touchpoints in a targeted and connected way, using a combination of advertising, branded POS and a full digital engagement toolkit,” summarised Spada.
“We are confident that this bright, colourful and meaningful campaign will further drive growth within the premium and gifting confectionery categories, while creating shared brand experiences that enrich and enhance our consumers’ travel journeys.”