Turns out, Gen Z travelers are ripe for grabbing a KitKat as they traverse the globe. But how do we let them know that? This is what we knew:

• Most of them fly solo, leaving them a little lonely en route.

• They fly economy, which means they have layovers and time to kill.

• The reason they travel is to enjoy cultural experiences.

Our client asked for a quick (which we all know means it was assigned on Friday and due on Monday), splashy attention-grabber in duty-free shops in major airports outside of the U.S.

I like to think of this idea as a modern-day pen pal with benefits.