Nestlé International Travel Retail is partnering with The Cocoa Trees outlet at Singapore’s Changi Airport this month (May 1-31) to launch its new KITKAT Senses Tablets. The ‘Live Your Break’ promotion has kicked off in the revamped The Cocoa Trees outlet in Terminal 3 departure but will also extend to its other outlet in Terminal 1 during the month.
Highlighting the KITKAT Senses Tablets in three flavours – launching into Asia this month – the promotion offers a GWP KITKAT Back-Pack to consumers spending a minimum of S$45 on KITKAT products. The campaign is enhanced through digital communication that emphasises the brand’s positioning in GTR via the iconic Red Bus placed instore and social media ‘stories’ on The Cocoa Trees’ Instagram and Facebook pages.
KITKAT® remains Nestlé’s key strategic brand to drive recovery in 2022 with Senses a key driver of growth. The KITKAT® Senses Tablets were introduced in 2021 to appeal to travellers looking to indulge at a low out-of-pocket price. Offering a delicious multi-sensorial break on-the-go, the tablets were initially launched in three indulgent flavours, Caramel Crisp, Cookie Crumble and Hazelnut Crunch. Inside each bar is a shareable treat with 10 rows of irresistible inclusions on a classic KITKAT® wafer, enrobed in a smooth milk chocolate coating
“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,” comments Nestlé ITR General manager Stewart Dryburgh. “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.
“While the KITKAT Senses Tablets range was inititally introduced in 2021, for many travellers in Asia this will be the first opportunity to discover the range – including the newly launched flavour. 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.”
As borders open within Asia, this GWP will be extended across the region.
KITKAT® Senses Tablets offer a delicious multi-sensorial break on-the-go. Available in three indulgent flavours, Caramel Crisp, Cookie Crumble and Hazelnut Crunch, inside each bar is a shareable treat with 10 rows of irresistible inclusions on a classic KITKAT® wafer, enrobed in a smooth milk chocolate coating. New Roasted Almond Flavour will also be introduced later this year.