Nestlé has partnered with WHSmith North America Media Network (WHS Media) to launch a first-of-its-kind experiential retail media campaign promoting its Essentia Alkaline Water, targeting travellers in some of the nation’s busiest airports.
The innovative activation connects with consumers through immersive instore experiences, including full-store takeovers at 10 airport locations, a complete terminal takeover at New York City’s LaGuardia Airport (LGA) and an interactive basketball arcade experience, also inside LGA.
The three-week campaign kicked off on 8 May with store takeovers at 10 US airports, including LaGuardia, Newark Liberty International, Palm Springs International, Orlando International and Phoenix Sky Harbor. Shoppers will engage with Nestlé Essentia branding through a variety of high-impact touchpoints, including WHS Media’s in-store digital screen network, in-store audio, front-of-store pop-up displays, floor decals, and other creative placements throughout the stores.
With airport travellers spending an average of 40 minutes browsing instore – significantly longer than in typical grocery or convenience retail – WHS Media campaigns benefit from extended exposure and deeper consumer engagement. This high-dwell environment gives brands like Essentia a rare opportunity to create memorable, fun, and meaningful interactions during a window when travellers are receptive to new products and experiences. WHS Media’s innovative approach will enable Nestlé to educate consumers about Essentia, drive trial, and increase market share among travellers.
The campaign culminates in a full terminal takeover of LaGuardia’s Terminal E, beginning 15 May. Travellers will be greeted with bold Nestlé Essentia branding throughout the terminal, most notably on the massive Iconic Wall immediately past TSA. Beginning the same day, passengers will also be invited to play a branded version of Pop-A-Shot, the iconic basketball arcade game, fully wrapped in Nestlé Essentia creative.
“Travel can be exhausting and dehydrating, which makes it the perfect moment to connect with consumers and showcase the benefits of Essentia,” says Robin Cook, National Account Manager at Nestlé. “In partnership with the WHS Media team, we carefully selected a mix of high-impact touchpoints to drive awareness and engagement. We’re especially excited about the interactive Pop-A-Shot experience at LaGuardia, which brings a fun, memorable twist to hydration and ensures Essentia stands out among a sea of options during a high-dwell moment in the traveller journey.”
Launched in January in partnership with retail media operator SMG, WHS Media connects brands, consumers, and destinations across more than 350 North American travel hubs. Unlike traditional retail media networks that rely heavily on digital channels, WHS Media focuses on engaging travellers in physical retail environments, right at the point of purchase.
“At WHSmith, we’re passionate about bringing fun back to travel,” says Stuart Michell, Chief Commercial Officer at WHSmith North America. “That’s the driving force behind WHS Media. Whether travellers arrive early, face a layover, or experience delays, this activation adds levity and excitement to their journey. These kinds of branded and immersive experiences will become the core of WHS Media, and we couldn’t have asked for a better launch partner than the Essentia team at Nestlé. We’re thrilled with the campaign and excited to deliver similar opportunities for other brands.”
“When we launched WHS Media with WHSmith North America earlier this year, we made it clear that retail media isn’t just a digital game,” adds Sean Crawford, Managing Director, North America at SMG. “Retail media is a proven driver of sales, but it’s also a powerful tool for building brands. This campaign from Nestlé and WHS Media is a best-in-class example of what’s possible when you approach retail media creatively. And this is just the beginning, with many more experiential campaigns to come.”
