Travelers at major US airports are in for a treat. Nestlé has teamed up with WHSmith North America Media Network to launch a pioneering retail media campaign. The star of the show is Essentia, Nestlé’s alkaline water brand.
Immersive Experience
Since May 8, the campaign has taken over stores in 10 key airports, including LaGuardia, Newark Liberty, and Phoenix Sky Harbor. Travelers are surrounded by Essentia’s branding, with digital screens, in-store audio, and eye-catching displays.
The grand finale happens on June 15 at LaGuardia’s Terminal E. Essentia will take over the entire terminal, complete with a vibrant visual identity and an iconic wall behind security checks. And, travelers can play a customized version of Pop-A-Shot in a dedicated game room.
Why Airports?
“Traveling can be exhausting and dehydrating,” says Robin Cook, Nestlé’s National Account Manager. “It’s the perfect time to connect with consumers and show them the benefits of Essentia.” Cook and the WHS Media team carefully chose touchpoints to drive awareness and engagement. The Pop-A-Shot experience at LaGuardia adds a fun twist to hydration.
WHS Media, launched earlier this year with media operator SMG, focuses on retail environments within travel centers. With over 350 locations in North America, WHS Media aims to transform the consumer experience at the point of purchase.
“We’re passionate about bringing fun back to travel,” says Stuart Michell, WHSmith North America’s Commercial Director. “This activation adds excitement to the traveler’s journey and sets a new standard for brand experiences. Essentia has been the perfect partner to launch this new era of Retail Media.”
For Sean Crawford, SMG’s CEO in North America, “this campaign shows that retail media can drive sales and build brand awareness. It’s just the beginning of many experiential campaigns that will redefine the consumer’s journey.”
The three-week campaign marks a milestone in the evolution of Retail Media, combining technology, creativity, and brand strategy to transform the consumer experience.