 |
Passengers at Copenhagen Airport see if they have been awarded a chocolate upgrade thanks to a new kind of promotion from Anthon Berg |
Danish confectionery brand Anthon Berg is staging a new type of promotion at Copenhagen Airport themed around its award-winning ‘Generosity’ brand universe.
A sign emblazoned with the words “Get a free delicious chocolate upgrade here” was installed above the promotion area from mid-July 2013.
The promotion, called The Anthon Berg Generous Chocolate Upgrader, is described as an opportunity for travellers to get a free and generous chocolate upgrade from Anthon Berg if they have been assigned a bad seat on the plane.
The Generous Upgrade consists of a stand in a promotion area with an Anthon Berg stewardess ready to assist the traveller in scanning their boarding cards. This reveals what kind of a generous upgrade their seat has earned them.
The level of upgrade is based on information from the boarding card and from the Seatguru database – a service by Tripadvisor. The traveller is informed about their specific seat location and told what level of generosity Anthon Berg will compensate.
The generous upgrades come in the form of chocolates or even Anthon Berg branded neck pillows and eye masks if the seat is not one of the best on the plane. An Anthon Berg stewardess brings specific goodie bags corresponding to the seat location.
Award-winning brand universe
Said Toms Group/Anthon Berg Travel Retail Director Peter Dige: “The Anthon Berg Generous Chocolate Upgrader promotion will be taking ownership of the Anthon Berg Generosity brand universe and is a promotion that has never been seen before. It is sure to stand out with a generous amount of product awareness and unique personalised consumer involvement.
“It is bound to create a social media buzz as well. This promotion can work alone as a branding promotion and as in-store promotion driving sales.
“We are excited to introduce this promotion to our customers, and believe it will be a grand success,” he added.
Anthon Berg’s ‘Generosity’ brand universe has won 11 international awards and has been shortlisted for 20 since its launch in domestic and travel retail markets in 2011.
“The concept of Generosity is so flexible and works incredibly well in all types of messages and across channels,” said Dige. “And most importantly, it always leaves the consumer with a happy feeling, which has been proven to drive product sales.
“The Anthon Berg Generous Chocolate Upgrader is a great example of bringing Generosity to life.”
The company will roll out this new type of promotion in the Nordic region in travel retail in the Fall of 2013 and on a global scale from 2014.
