As a way to improve the customer airport experience while providing advertising for the candy brand, passengers at the São Paolo airport can scan their boarding pass and receive a treat if their flight is delayed

A new brand activation for Nestle’s Kit-Kat candy combined data and creativity to surprise and delight weary, frustrated air travelers. A special vending machine, currently located in the São Paolo airport, allows passengers to scan their boarding pass, and if the flight happens to be on the delayed list, the customer will be treated to a free Kit-Kat candy bar as a sweet reward for their patience.

The effort is part of ad agency JWT and Kit-Kat’s global “Have a Break” campaign, which has been successfully running for 60 years. However, it’s the first activation for the brand that utilizes relevant customer information to offer a creative, instant and memorable solution to a common consumer pain point. In addition, it illustrates the ability for effective marketing—and creative execution—to transcend industries.

Kit-Kat

A new brand activation for Nestle’s Kit-Kat candy combined data and creativity to surprise and delight weary, frustrated air travelers. A special vending machine, currently located in the São Paolo airport, allows passengers to scan their boarding pass, and if the flight happens to be on the delayed list, the customer will be treated to a free Kit-Kat candy bar as a sweet reward for their patience.

The effort is part of ad agency JWT and Kit-Kat’s global “Have a Break” campaign, which has been successfully running for 60 years. However, it’s the first activation for the brand that utilizes relevant customer information to offer a creative, instant and memorable solution to a common consumer pain point. In addition, it illustrates the ability for effective marketing—and creative execution—to transcend industries.