Nestlé International Travel Retail (NITR), in partnership with Lagardère Travel Retail and Geneva Airport, has launched a landmark KitKat & Formula 1® activation that transforms Geneva Airport into an immersive brand destination, setting a new benchmark for experiential travel retail.
Developed through close collaboration between Nestlé International Travel Retail, Lagardère Travel Retail and Geneva Airport, the activation reflects a shared ambition to create a truly unique, standout experience that captures travellers’ attention and elevates the passenger journey.
Running from 28 May to 30 June in the highly visible Terminal 1 Place Centrale, the activation represents the most comprehensive expression of KitKat’s global Formula 1® partnership in travel retail to date. Designed exclusively for Geneva Airport, the activation combines immersive experiences, exclusive products, personalisation services, brand theatre and shopper engagement into a fully integrated 360° retail ecosystem. Mobilising the full airport ecosystem, the initiative brings together brand, retailer and airport expertise to deliver a genuine “wow” moment for travellers and showcase the power of collaborative innovation in travel retail.
Making its first-ever appearance in travel retail, the Kit Crew serves as the signature feature of the activation, bringing KitKat’s iconic “Have a Break” platform to life for travellers in a fun and memorable way. Exclusively debuting in Geneva with Lagardère, this team of playful brand ambassadors is instantly recognisable through distinctive red uniforms and racing helmets. Created to surprise and delight consumers with memorable interactions and photo opportunities, they encourage people to step away from the rush of travel and enjoy a well-deserved break.
Another key attraction of the activation is an interactive racing simulator, inviting travellers to step into the driver’s seat and experience the excitement of the sport. The installation creates a high-visibility focal point just in front of the store, designed to capture attention and encourage shopper interaction.
The experience is complemented by the latest products inspired by KitKat’s global Formula 1® partnership, including travel retail-exclusive products. The promotion also highlights two new innovations: the collectible KitKat Car Tin and a 5-pack of KitKat & Formula 1® chocolate cars, developed to appeal to both gifting and collectible demand, with personalization at the heart. In particular, the activation features an in-store engraving machine, allowing travellers to personalize their collectible KitKat Car Tins and create a more memorable, giftable proposition.
Supported by trained brand ambassadors, the promotion also includes product sampling and gift-with-purchase offers, featuring exclusive KitKat & Formula 1® branded caps and backpacks available with qualifying purchases. These incentives collectively create a seamless 360° shopper journey designed to attract, engage and convert travellers at every touchpoint.
