Nestlé International Travel Retail encourages passengers at Singapore Changi Airport to ‘take a beach break’ with KITKAT

. A cup of smoothie in hand, relaxing on a beach bench under a coconut tree with your feet in the sand – these are activities passengers at Singapore Changi Airport Terminal 3 have been enjoying from 19 August until 30 September 2015. Organized by Nestle International Travel Retail (NITR), this interactive event from the iconic brand KITKAT is centered on the global ‘break’ campaign, which celebrates different types of breaks enjoyed all over the world. 

Alan Brennan, NITR global head of sales comments, “We work tirelessly to create engaging activations based on our shopper research and insights. Each has the same purpose: to increase passenger penetration into the retail space and convert travellers into shoppers and shoppers into buyers.

Derived from its global campaign that revisits the traditional ‘take a break’ marketing message, KITKAT consumers at Changi Airport will be invited to indulge themselves in a global relevant break with mass appeal – the beach break. A beach environment will be created with loungers, a café/bar, sand and coconut trees resulting in an engaging and unique brand experience that brings KITKAT to life. Sure to attract a crowd, the eye-catching area will welcome all travellers to ‘hang-out’ at the KITKAT beach, where they can relax on the loungers before their flight and take fun-filled photos with friends and family.  

For those looking for something different to drink, the barista at the KITKAT bar will serve prospective shoppers special beverages finished off with a KITKAT garnish, available in four varieties: milk; dark; orange and cookies & cream. Shoppers will also be rewarded with an exclusive KITKAT towel gift-with-purchase for every two KITKAT share-bags they purchase.

Brennan, continues, “The tripartite relationship between NITR, CAG and FNA is a true example of how the ‘Trinity Partnership’ can work in Travel Retail. In this case it shows how a brand owner, distributor and airport authority can collaborate together to create a uniquely engaging, entertaining and fun activity that will benefit all parties - most importantly of all, the consumer.”

Adds Pamela Loo, Senior Business Manager from Focus Network Agencies: “FNA is excited to partner Nestle TR in this global-first initiative. The elements that will be included at this outpost are designed to excite and engage travellers – this will be a first in Changi and also a first for FNA. We are excited to see the potential that this activation will unlock for the confectionery category in travel retail.”

“The KITKAT beach break concept is creative and refreshing, augmenting Changi Airport’s philosophy of creating an unexpected experience for passengers. We are very happy to partner with NITR and FNA and be the world’s first airport to anchor this engaging activation here in Changi. This is the first time we transport beach elements into our airport and we hope to create a memorable experience for our passengers.” said Ms Ivy Wong, Senior Vice President, Airside Concessions, Changi Airport Group.