Sugar confectionery company Perfetti Van Melle (PVM) is increasing brand visibility in-store with a series of campaigns and extending its product offer to accelerate travel retail growth in 2023.
Its expansion drive follows a “better than expected” second-half in sales terms for its travel retail division in 2022. The company noted a strong recovery in Europe and the Middle East where demand for international travel bounced back last year, driving higher sales for Chupa Chups in particular.
With the recovery of travel in China and the wider Asia Pacific region, the company is also setting its sights on these markets in 2023.
PVM said it is focusing on activations to boost brand awareness, particularly through in-store high-visibility brand displays such as its wheel of fortune, GWPs and mascots.
A highlight is the eye-catching Chupa Chups customer engagement kiosk (above), which the company said was well received when introduced at TFWA World Exhibition in October.
The company plans to roll out further activations worldwide. Early in 2023, it started with a Chupa Chups activation at Istanbul Airport in partnership with Gebr. Heinemann/Unifree Duty Free, focusing on Chupa Chups sunglasses as a GWP.
PVM Brand Manager GTR Femke van Veen said: “2023 is a year of investments across the board for our GTR division. We are investing in people, promotions and training this year and we will be back to taking part in industry events in a big way, to ensure we are talking to our travel retail partners in our key regions and markets.”
Upcoming shows and new product development
PVM will be participating at the upcoming Summit of the Americas show in April in West Palm Beach, Florida with a presence on the Otis McAllister stand (201).
It will also have its own space at the TFWA Asia Pacific event in May (2-K27), where it will reveal new product developments for its Mentos Jumborolls and Mentos Mints brands.
The company showcased several new products last year in Cannes, and these are due to hit the market in April/May.
They include a Mentos Mini fan, new Chupa Chups backpack characters: the pink flamingo and green dino, and Chupa Chups markers with a Looney Tunes design.
To facilitate increased basket spend, the brand owner transformed its Mentos Gum bottles into smaller and handy-to-grab bottles. It also expanded the range with two additional flavours.
At the TFWA Asia Pacific show, PVM will show further product designs. Van Veen said: “With the changing needs of travellers we have focused on an updated design for our iconic Mentos Jumborolls.
“PVM will target the travel retail market with exclusive packaging designs showing different means of transportation. The new look Jumborolls are available in Fruit, Mint, Cola, Berry, Strawberry and Liquorice flavours.”
The company has also introduced the Chupa Chups sugar free box. It can be placed at the cash till or in dedicated sustainability areas. It contains six sugar free assorted lollipops (in Strawberry, Cherry and Cola flavours).
PVM has also unveiled its new Mentos Mints, which come in a metal flip-top tin box. ✈
