Google’s partnership with Nestlé to name its latest Android Mobile Operating System ‘Android Kit Kat’ has inspired the world’s leading confectionery company to create a global high profile activation for travel retail. Please see press release attached for your kind consideration.
Look forward to seeing you in Cannes. The NITR press conference takes place on the stand on Tuesday morning at 0930 hours.
Nestlé
International Travel Retail takes Android Kit Kat into airports worldwide with
exclusive promotion for travel retail
Google’s partnership with
Nestlé to name its latest Android Mobile
Operating System ‘Android Kit Kat’ has inspired the world’s leading
confectionery company to create a global high profile activation for travel
retail. Supported by a major digital-social media campaign on Google+, Twitter
and Facebook, 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, which kicked off in
key airport locations globally from October 1, 2013, 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’.
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 strong 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 regular
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.
Says
NITR brand manager Kit Kat Emmanuelle
Chavarot: ‘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.’
Press enquiries and images: Rowena Holland,
Essential Communications. Tel: (44) (0) 208 405 8019. Fax: (44) (0) 208 405 0330. Email: row@essentialcommunications.org
Customer enquiries: Alan
Brennan, Nestlé International Travel Retail. Tel: (41) (0) 21 9245976. Email: alan.brennan@nestle.com
October 2013
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