SINGAPORE. Nestlé International Travel Retail (NITR) has partnered with The Cocoa Trees for the ‘Live Your Senses’ promotion at Singapore Changi Airport.
The promotion, running from 1-31 May, is located in the retailer’s revamped Terminal 3 Departures store. The Cocoa Trees’ T1 location will follow later this month.
The campaign showcases three KitKat Senses Tablets which are launching in Asia Pacific travel retail this month. For a minimum spend of S$45 (US$32) on KitKat products, customers receive a free KitKat backpack as a gift with purchase.
The promotion is supported by a digital campaign that underscores KitKat’s positioning in global travel retail.
The digital drive features visuals of the KitKat Red Bus, which is making the rounds in-store and on The Cocoa Trees’ social media channels. NITR will be extending the promotion to more locations as international travel resumes in the Asia Pacific region.
KitKat is NITR’s key strategic brand for 2022, with KitKat Senses expected to drive recovery and growth. Launched in 2021, the KitKat Senses Tablets were designed to appeal to travellers looking for a self-treat at an accessible price.
NITR General Manager Stewart Dryburgh commented, “KitKat has shown its resilience during the pandemic with travel retail sales reaching 60% of 2019 levels in 2021 and predicted to recover to almost 80% this year.
“It’s very encouraging to see that Asia is now beginning to open up again post-pandemic and Singapore is, without doubt, a key airport channel for our brands, particularly KitKat.”
The KitKat Senses Tablets were initially launched in three flavours: Caramel Crisp, Cookie Crumble and Hazelnut Crunch. Each bar contains ten rows of classic KitKat wafer with a milk chocolate coating. A new Roasted Almond flavour will be introduced later in the year.
Dryburgh added, “While the KitKat Senses Tablets range was initially introduced in 2021, for many travellers in Asia this will be the first opportunity to discover the range. More than ever, travellers are going to want to really ‘live their breaks’ and we’re happy to invest in that ambition with this campaign.”