Wonders of Malaysia promotion for Kit Kat in partnership with Eraman at KLIA.

Nestlé International Travel Retail (NITR) is rolling out a series of high-profile airport activations for its flagship brands, Kit Kat and After Eight, that tap into the power of two top purchase drivers: sense of place and exclusivity.

In collaboration with Eraman, the Wonders of Malaysia promotion for Kit Kat started in July and will run through September at Kuala Lumpur International Airport (KLIA).

The Zone G, Contact Pier activation sees its strong focus on sense of place come to life with eye-catching graphics that are well aligned with Malaysia Independence Day celebrations in August and September.

Encouraging passengers to ‘Live Your Best Break’, the Kit Kat campaign includes a gift-with-purchase (GWP) offer of a complimentary Duffle Bag for those spending MYR150 (approximately US$35) on Kit Kat products.

“The activation is perfectly timed as Malaysia looks ahead to celebrations around its Independence Day on 31 August,” said NITR General Manager Frédéric Porchet.

Bespoke sleeves for After Eight Mint at Argentina’s Ezeiza International Airport, in partnership with Avolta. 

Sense of place is also playing a key role in a major Kit Kat activation with Lagardère Travel Retail in its recently opened flagship store at the new Jorge Chávez International Airport in Lima.

Running from 1 August until 30 October, the activation celebrates Peru with images of iconic landscapes, such as Machu Picchu, and the alpaca (a cultural symbol of the country).

The Kit Kat activation at KLIA is aligned with Malaysia Independence Day celebrations in August and September.

“Sense of place is a proven conversion driver in the confectionery and chocolate category, and a key to accelerating the overall growth of the sector. Our innovative approach in both activations clearly demonstrates this priority,” said Porchet.

“The activations also highlight exclusivity and encourage engagement through photo opportunities – the ‘insta moment’ beloved by the key Gen Z audience.

“They drive footfall, increase conversion and grow basket size, as well as underline our aim to lead the transformation of travel retail shopping experiences.”

Bespoke sleeves for After Eight Mint at Istanbul Airport with Unifree-Heinemann.

For After Eight, NITR is elevating the gifting proposition with GTR exclusive packs that combine sense of place, limited edition appeal and personalisation.

Bespoke sleeves for After Eight Mint have launched at Dubai International Airport with Dubai Duty Free, at Istanbul Airport with Unifree-Heinemann, and at Argentina’s Ezeiza International Airport with Avolta.

“After Eight activations underline the close relationships we enjoy with our partners in travel retailing,” said Porchet.

“They also clearly show how NITR continues to invest to meet industry challenges with products and activations which will drive footfall and conversion, with a continued focus on our Food#1 ambition.

“Our goal is well known: to elevate food – particularly confectionery and snacks – to the same level of prominence as traditional GTR categories like alcohol and beauty.”

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