Nestlé to highlight KitKat’s potential in China with TFWA Hainan sponsorship

Nestlé International Travel Retail (NITR) will be sponsoring the second day’s coffee break at Tax Free World Association (TFWA) China’s Century Conference taking place in Hainan, from 5-7 March.

The sponsorship allows NITR to showcase popular products from its key strategic brand KitKat, which the company believes has significant potential with the Chinese consumer and Millennials in particular.

Conference delegates will be able to enjoy KitKat during the coffee break session on the morning of 7 March with the product continually available all the way through to lunchtime.

NITR General Manager Stewart Dryburgh said: “We’re delighted to be supporting TFWA China’s Century Conference this year. Chinese travellers are extremely important to us and NITR is committed to investing in impactful instore promotions and engaging activations within global travel retail to attract this fast-growing consumer group. Conferences such as this are vital in helping us to understand the most efficient and effective way to do that, whilst also giving us the opportunity to showcase our most iconic brand.”

He added: “Since it was first launched in 1935, KitKat has gone through many changes to keep it relevant and modern, but one thing that has not changed is its association with the perfect break moment.”

Targeting Millennials is a key part of Nestlé’s travel retail strategy in 2019, with the launch of a new addition to the KitKat Senses multi-sensorial collection: Mini Desserts.

Available in five flavours: Milk Chocolate, Tiramisu, Crème Brulée, Strawberry Cheesecake and Cherry Brownie, the product will be available to the Chinese travel retail market from March in a 202g format, aimed at the self-treat or gifting market.

NITR is already active within Chinese airports and is building engaging solutions for its brands as part of the Beijing Capital Airport refurbishment of Terminals 2 3. NITR has also rebranded its Nestlé Swiss fixtures in Guangzhou Airport to make them more appealing to the Chinese consumer.  “This year also sees us testing with relevant social media platforms in order to directly reach and engage with the Chinese audience,” continued Dryburgh,  “so this conference is extremely relevant and timely. ”