Nestlé International Travel Retail (NITR): Live Your Break by Anthem Worldwide

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Nestlé International Travel Retail (NITR) is continuing its roll out of its 'Live Your Break' campaign, initially launched in summer 2017 with global creative agency Anthem Worldwide.

The campaign is designed to target four different profiles of Millennial traveller; the Urban City Breaker for city explorers, the Festival Breaker for live music lovers, the Wellness breaker for those who like to disconnect and the Adventure breaker for those who believe the world is their playground. It will cover 35 locations in travel retail including 20 airports globally. KitKat is synonymous with breaks so it's the perfect brand to engage with consumers on their travels and their ultimate holiday break.

The campaign engages the different millennial traveller communities by encouraging them to use the hashtag #liveyourbreak and creating and sharing their ultimate travel break dream through a short video on their social platforms, supported by branded POS in global travel retail. One lucky fan gets the chance to live their ultimate travel break, designed by them and lived by them. The agency developed the strategy , line and platform for the shareable, connected pack campaign and created further engagement via a 'Live Your Break' backpack, gift with purchase and a full engagement toolkit to support the launch and implementation.

Credits

Jinny Truman - Account Director

Martin Ward - Creative Director

Kieron Horan - Digital Design Director

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