UAE. Nestlé International Travel Retail (NITR) has teamed up with Dubai Duty Free to launch KitKat Arabic Coffee. The new flavour is available exclusively in the retailer’s stores at Dubai International Airport.
KitKat Arabic Coffee – in a two-finger format, in packs of 18 x 19.5g bars – will feature in promotions running from April to June, encompassing Ramadan (1 April-1 May) and Eid (2-3 May), key periods in the Middle East diary.
The campaign includes bespoke point-of-sale materials to house the KitKat Arabic Coffee packs and extensive social media exposure via Dubai Duty Free’s Facebook and Instagram accounts.
According to NITR, the seasonal SKU was produced by Nestlé Middle East to meet the local consumer demand for a flavour inspired by ‘Gahwa’, as Arabic coffee is referred to in the region.
The KitKat wafer fingers blend milk chocolate, roasted blond Arabica coffee beans with the rich aroma of cardamom, in a combination “evoking comforting traditional senses that merge nostalgia with modernity”.
Nestlé International Travel Retail General Manager Stewart Dryburgh said: “We understand the cultural value of coffee time in the Middle East region, and this KitKat special edition has been created to tie in with this.
“We are delighted to collaborate exclusively with our long-time partner Dubai Duty Free to offer this great-tasting product and help to deliver on the important Sense of Place from our category driving VERSE model.”
As reported, NITR’s VERSE (Value, Engagement, Regeneration, Sense of Place and Execution) strategy was outlined by Dryburgh in a presentation and Q&A with The Moodie Davitt Report Founder & Chairman Martin Moodie at last year’s Virtual Travel Retail Expo.
