Beginning earlier this month, WHSmith North America, which launched the WHSmith North America Media Network (WHS Media) in January 2025 in partnership with SMG, kicked off an experiential retail media activation for Nestlé’s Essentia Alkaline Water at 10 U.S. airports.
At NYC’s LaGuardia Airport, WHS Media engineered a complete branded takeover of Terminal E as well as offering travelers the opportunity to play a branded version of the basketball arcade game Pop-A-Shot that is fully wrapped in Nestlé Essentia creative.
At WHSmith stores at LaGuardia and the nine other airports — which include Newark Liberty International, Palm Springs International, Orlando International and Phoenix Sky Harbor — consumers can interact with the product’s branding at multiple touch points, 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 store.
“Travel can be exhausting and dehydrating, which makes it the perfect moment to connect with consumers and showcase the benefits of Essentia,” said Robin Cook, National Account Manager at Nestlé in a statement. “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 traveler journey.”
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“Retail media is a proven driver of sales, but it’s also a powerful tool for building brands,” said Sean Crawford, Managing Director, North America at SMG in a statement. “This campaign from Nestlé and WHS Media is a best-in-class example of what’s possible when you approach retail media creatively.”
WHS Media connects brands and on-the-go consumers at more than 350 North American travel hubs.
“At WHSmith, we’re passionate about bringing fun back to travel,” said Stuart Mitchell, Chief Commercial Officer at WHSmith North America in a statement. “That’s the driving force behind WHS Media. Whether travelers 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.”
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