Nestlé International Travel Retail (NITR) has introduced a virtual reality experience for super-premium brand Cailler at Zürich Airport.

Taking place until 24 June, The Taste of Real experience is located in the airport’s Airside Center and uses innovative technology to engage with visitors.

The virtual reality experience immerses travellers into the heritage and story of Cailler by ‘transporting’ them to the mountains and green landscapes surrounding Masion Cailler in Broc, Switzerland. The activation also shows viewers local farmers collecting their milk and chocolate makers at work in the on-site atelier at Maison Cailler.

A Cailler space, which showcases the full range, has been created to complement The Taste of Real activation. Brand ambassadors introduce travellers to Cailler and product sampling is also available. Customers who buy a product will receive a paper-cut gift card and gift bag, designed by Swiss artist Marianne Dubuis.


The Taste of Real takes travellers on a trip to the home of Cailler

NITR General Manager Stewart Dryburgh commented: “The Taste of Real campaign sees us pioneering Virtual Reality in the confectionery channel, using cutting-edge technology to drive engagement and consumer conversion. Through this immersive activation, NITR can tell the unique Cailler story, and its almost 200-year rich heritage, to travellers who are looking for new and distinctive brand relationships. We are confident Cailler will drive the premium category performance.”

Dufry Global Category Head Confectionery Manuela Facheris said: “We’re thrilled to have partnered with Cailler to launch the very first super-premium confectionery virtual reality experience in travel retail. Cailler already plays a key role in the growth of the category and The Taste of Real activation continues to support this by engaging with consumers, generating footfall and increasing sales at Zürich airport.”

Cailler chocolate is made from selected cocoa beans, in-house roasted hazelnuts and almonds and milk collected within 20 miles of Maison Cailler. Passengers visiting the activation can taste the chocolates, available in 16 and 25 piece boxes, in five assortments: Signature Selection; Milk Chocolate Selection; Praliné Selection; Dark Chocolate Selection and Velvety Selection.