FRANCE. Haribo has teamed up with Extime Duty Free (the joint venture between Lagardère Travel Retail and Groupe ADP) to unveil the ‘Giant Wheel of Fortune’ at Paris Orly Airport.
The consumer engagement activation spotlights the sugar confectionery brand’s latest travel retail-exclusive: Giant Roulette. The product features five pocket-sized rolls of chewy fruit gums in Fruit (2 x 45g), Sour (1 x 45g) and Cola (2 x 45g) flavours.
The colourful campaign targets holidaygoers during Europe’s peak summer holiday season, focusing on Paris as the city prepares to host the 2024 Paralympics.
The Haribo high profile pop-up combines physical and digital versions of its ‘Giant Wheel of Fortune’ game, allowing shoppers to spin the wheel at the in-store display or interact digitally with the brand through a QR code.
Shoppers of all ages can play the in-store game while only those aged 13+ can access the digital game, with the chance to win prizes that can be claimed in-store.
Participants can win a Haribo-branded cotton bag or a luggage tag featuring the brand’s popular Goldbear illustration.
Haribo aims to make every participant feel like a winner by giving out Goldbears mini packets as consolation prizes.
The digital platform also provides additional Haribo content and enables the traveller to continue the experience off-aisle.
Following the Paris Orly launch, Haribo plans to expand the activation to further locations including Warsaw Chopin Airport, Poland. It will also feature at airport locations in Argentina later this year.
Haribo Head of Marketing Travel Retail Elisa Fontana commented: “The objective is to increase consumer engagement in the confectionery category and to drive footfall and conversion.
“Our strategy adds excitement to the shopper journey, culminating in-store with the ‘Giant Wheel of Fortune’, which is currently live with high profile promotions with Extime at Paris Orly Airport and Baltona in Warsaw.
“We are also investing in additional visibility and brand fun in Ibiza, Mallorca and Copenhagen. In October the campaign moves to Argentina in Avolta stores, to leverage Haribo’s growing appeal in the country.” ✈
