Nestle completes major Dubai renovation

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Nestlé International Travel Retail (NITR) has recently completed a major renovation of its two fixtures at Dubai International airport: a free standing gondola in and a free standing static display.

"We have built from the inside out," explained NITR regional sales manager Alan Brennan. "The old fixtures had worked well but we felt that we needed to give NITR brands more individual focus. For example, to more clearly differentiate the various references available for Kit Kat, to highlight the Swiss origin of Cailler and Nestlé Swiss Tablets and  to bring new emphasis to popular regional brands such as Quality Street.

"We also wanted to introduce lifestyle imagery to the brands and introduce the fun element of confectionery as a proposal."

The result is completely new design areas for each brand which focus strongly on colour and the use of bright graphics. One side of the 3m long display (pictured) is now distinctively divided into three brand areas: Quality Street, Nestle Tablets and Smarties, while the reverse is dedicated to Kit Kat. Cailler is merchandised at each end of the unit.

Dubai Duty Free senior manager purchasing and research Michel Paux commented: "Since the opening of the Sheikh Rashid Terminal, when management decided to increase the amount of vendor support, confectionery was one of the categories that was at the forefront of that change."

"Previously there were no stand alone boutiques, no shop-in-shops, and no extravagant brand identity but this has all changed dramatically."