INTERNATIONAL. Italian wafer and chocolate brand Loacker has highlighted its 100th anniversary with a year-long series of immersive travel retail activations at key global hubs.
The South Tyrolean confectionery company has rolled out a series of milestone events to mark its centenary this year, including a special February celebration that brought together business partners from around the world.
Among the highlights is its Dubai Duty Free anniversary campaign, carrying the tagline ‘All for Goodness’. The activation features Loacker’s signature red palette across the space, a red mini scooter display and product sampling supported by its mascot, Mestolo.
In Hainan, the confectionery company has also engaged shoppers with its Chinese New Year-themed activation earlier this year with China Duty Free Group.
The immersive space, themed around ‘Rebels of Goodness’, highlighted a series of promotions to reinforce the brand’s regional presence.
At Rome Fiumicino Airport, the ‘Rebels of Goodness’ campaign reinforced the brand’s visibility with a high-profile installation featuring a Fiat 500 and its full product line, delivered in collaboration with Lagardère Travel Retail.
At Frankfurt Airport, the brand experience with Heinemann was showcased through eye-catching product displays in terminals 1 and 2 earlier this year.
Founded in 1925 by Alfons Loacker, the company has grown into a €462.4 million turnover business (2024 figures). Italy remains its home market, with the USA, Saudi Arabia, Israel and China as the top five markets by sales value. Annual distribution now exceeds 1 billion units across more than 100 countries, and as the export business has expanded, so too has the travel retail business. ✈
