Kit Kat invites travellers to share their break in global campaign

Nestlé International Travel Retail (NITR) has launched its 2016 global Kit Kat campaign, ‘However you break, share it’.

The initiative, built on the global ‘Celebrate the Breakers’ campaign, is taking place now at selected airports. It will roll out throughout the year to over 50 locations, including Rio de Janeiro, Paris, Doha and Singapore.

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Take a break: the promotion is said to celebrate the diversity of ‘breakers’ around the world

The red Kit Kat brand spaces aim to encourage audience engagement through four themed break benches: a ‘Social Sharing Break’ bench equipped with a whiteboard for personalised messages; a soft ‘Relaxing Break’ bench with a footrest; a ‘Music Break’ bench with piano key seats and a ‘Sports Break’ bench complete with football and net.

Travellers are encouraged to capture their airport ‘break’ moment with a Kit Kat selfie stick, available upon purchase, and share their experience on social media using the #mybreak hashtag.

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Nestlé International Travel Retail General Manager Stewart Dryburgh commented: “Kit Kat is a brand that creates natural, engaging and immersive brand activations that benefit everyone; shoppers receive a unique experience, retailers gain increased footfall and conversion rates, and Kit Kat strengthens its fan base by being part of positive, break related experiences. That’s why we constantly strive to keep our concepts innovative with shopper engagement at the heart.”

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