INTERNATIONAL. The Hershey Company has launched the Reese’s ‘Take Home the Cup’ campaign across key travel retail markets. Developed exclusively for the channel, the activation capitalises on the FIFA World Cup and combines travel retail exclusives (TREX) with sport-inspired pop-ups.
The Hershey Company is also celebrating the campaign with a homepage makeover of The Moodie Davitt Report and an elegant treatment of our mobile website. The branding features a ‘Take the cup, taste the win’ tag line.
Take Home the Cup is rolling out across key international airports, including Dubai International Airport (Dubai Duty Free), Zayed International Airport (Lagardère Travel Retail), Singapore Changi Airport (FNA Group International), São Paulo Guarulhos International, Miami International, New York John F. Kennedy and Seattle-Tacoma airports (all Avolta), plus Los Angeles International Airport (DFS Group), before a transition to Duty Free Americas over coming weeks.
Other duty-free locations include the Puerto Iguazú border store in Argentina with London Supply and airports in Greece, Mexico and Brazil with Avolta.
The campaign is centred on the TREX limited-edition Reese’s Milk Chocolate Peanut Butter Cups multipack with football graphics.
Editions in Los Angeles, Miami, Seattle, Mexico, Brazil and Argentina also carry the tagline ‘Take the Cup, Taste the Win’. This is brought to life via is a series of orange, football-themed retail experiences across participating airports.
The largest execution is located in the international terminal at Los Angeles International Airport. Here, travellers are welcomed through a 180-degree video entrance leading into an interactive pop-up complete with a gamification element.
At Zayed International Airport in Abu Dhabi and Singapore Changi Airport, high-profile promotions place the limited-edition multipacks at the centre of the shopper journey.
In addition, travellers at New York JFK, Miami International Airport and selected locations in Argentina can interact and take photos with a Reese’s mascot dressed in football kit.
Further experiential elements include foosball tables and football-themed games, while gift-with-purchase mechanics are also available at participating US airports.
The Hershey Company has also introduced tailored activations across selected markets in partnership with Avolta.
For example, at Seattle-Tacoma International Airport travellers can play a football virtual-reality simulator that recreates the experience of scoring a goal.
According to the company, the market-specific executions were developed to create memorable shopper experiences while supporting retail partners through increased visibility, engagement and incremental sales.
The Hershey Company General Manager MEA and World Travel Retail Ahmad Nasser said, “Travel retail offers a special opportunity to engage consumers during moments when they are most open to discovery and experience.
“With Take Home the Cup, we are combining a travel retail-exclusive Reese’s offering with engaging retail experiences that tap into the excitement and togetherness associated with football fandom around the world.
“By combining impactful retail theatre with a travel retail-exclusive Reese’s offering, we are creating memorable brand experiences that drive engagement, support our retail partners and reinforce Reese’s position as a must-buy treat for travellers.”
The campaign aligns with Hershey’s broader strategy of connecting globally relevant cultural moments with TREX propositions. ✈
*Announcing The TREX Factor – Reaching B2C + B2B Audiences
The Moodie Davitt Report has launched a breakthrough crossover B2B to B2C video series focused entirely on travel retail-exclusive (TREX) products. {Click on the YouTube Icon to view TREX Travels to the Duty-Free World, the introductory video to The TREX Factor} Filmed by our acclaimed Shenzhen-based Moodie Davitt STUDIO division, the pioneering B2B and B2C crossover series is being shown in multi-lingual form (led by but not limited to Chinese and English) on the Moodie Davitt STUDIO YouTube channel, our dual WeChat Video platforms and (coming soon) Xiaohongshu. EPISODE 1{Click on the YouTube icon to view Episode 1 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our worldwide premiere, resident TREX Master Martin Moodie – the world’s leading duty-free shopping commentator and Founder of world-renowned The Moodie Davitt Report, introduces Johnnie Walker Blue Label Xordinaire, aged in former French XO Cognac casks, designed to add an element of smoothness and sweetness. Johnnie Walker Blue Label Xordinaire brings these elements together for an extraordinary finish. And, most importantly, it is a definitive TREX, available only in duty-free and travel retail stores. Click on the YouTube icon to view. EPISODE 2{Click on the YouTube icon to view Episode 2 on the Moodie Davitt STUDIO platform or here to watch on WeChat with Chinese subtitles} In our second episode, resident TREX Master Martin Moodie introduces you to two single malt whiskies from The Macallan, one of the truly famous Scotch whiskey distilleries of the world. Two very interesting variants with very different stories behind them. Click on the YouTube icon to view. EPISODE 3Our third episode features 叠川 The Chuan, which celebrates the vision of French drinks powerhouse Pernod Ricard to create a prestige Chinese malt whisky. Resident TREX Master Martin Moodie is joined on set by Rolls Wang, Retail Manager at Duty Zero by cdf, Hong Kong International Airport. Brands or retailers wishing to participate should contact Martin Moodie at Martin@MoodieDavittReport.com |
