Nestle International Travel Retail  has launched its 2016 global KitKat campaign ‘However you Break, Share It’, celebrating the diversity of ‘breakers’ around the world.

The activation, which is built on the global Celebrate the Breakers campaign, is currently live in selected airports and will roll out throughout the year to over 50 locations worldwide including Singapore Changi, Rio, Paris and Doha.

Unmistakably identifiable through the iconic KitKat red, dedicated brand spaces have been set up to encourage audience engagement through four themed break benches: a ‘Social Sharing Break’ bench equipped with a whiteboard for personalised messages, a soft ‘Relaxing Break’ bench with a footrest, a ‘Music Break’ bench with piano key seats and a ‘Sports Break’ bench complete with football and net.

Travellers are then encouraged to capture their airport ‘break’ moment with a KitKat selfie stick, available upon purchase, and share their experience with family and friends on social media using the #mybreak hashtag.

Speaking ahead of the global launch, Stewart Dryburgh, Nestlé International Travel Retail GM said KitKat is a brand that creates “natural, engaging and immersive brand activations that benefit everyone”.

“Shoppers receive a unique experience, retailers gain increased footfall and conversion rates, and KitKat strengthens its fan base by being part of positive, break related experiences. That’s why we constantly strive to keep our concepts innovative with shopper engagement at the heart.”