Nestlé International Travel Retail (NITR) has partnered with Chinese duty free retailer Sunrise in partnership with China Duty Free Group (CDFG), to introduce five of its travel retail hero products to its Chinese customers especially for the upcoming Chinese New Year holiday period.
The Sunrise livestream took place on 13 January and Nestlé’s segment was approximately 15 minutes long, featuring four lifestyle Key Opinion Leaders (KOLs) who discussed the “taste sensations” and “convenient snacking” options available from the KITKAT and Nestlé SWISS products available at CDFG-owned Sunrise retail locations in Hainan.
During the livestream event, the KOLs introduced four of iconic brand KITKAT’s hero products for travel retail: KITKAT Chunky Mix, KITKAT Chunky Milk, KITKAT Minis 517g, and three flavours of the new KITKAT Senses tablets – Hazelnut Crunch, Caramel Crisp and Cookie Crumble. They also introduced the two Nestlé SWISS 170g tablet flavours: Dark Chocolate Blueberries, Almonds & Hazelnuts and Milk Chocolate Cranberries, Hazelnuts and Almonds.
The digital event builds on NITR’s successful brand showcase during last year’s China International Consumer Products Expo in Hainan in May. The global travel retail division will be exhibiting at the event, as part of the corporate Nestlé stand, again this year.
The four KOLs held a lively discussion and tasting demonstration moving through each of the products and commenting on the “delicious creamy taste” and “amazing crunchy wafer texture” of the KITKAT Senses. The KITKAT Mini was described as a convenient snack to keep with you, especially to give to children for the Chinese New Year holiday. Meanwhile the KOLs joked that it was an easy decision to finish off the other half of the KITKAT Chunky!
Lastly, the KOLs moved on to sampling the “delicious” Nestlé SWISS 170g tablets – with either the dark chocolate and blueberry flavour for a deeper chocolatey taste or the milk chocolate and cranberry flavour for a mood-enhancing and nutritious snack.
Nestlé general manager Stewart Dryburgh] commented that the livestream event was the first time Nestlé has promoted KITKAT and travel retail exclusive Nestlé SWISS in this way and the company views it as a success, with over 23000 viewers for the chocolates category section and a triple digit uplift in sales.
“We will try to do more of this kind of activity along with our travel retail customers, since it has already become a very common way to sell products in China. It really enhances the premiumisation of chocolate snacks for the gifting market,” comments Dryburgh.
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