Mondelez World Travel Retail (WTR) has announced a number of promotional and product innovations, aimed at the continued growth of the Cadbury brand in travel retail.
Key to the brand’s growth plans in 2015 will be the rollout of a “˜Sense of Place’ communications strategy at major travel retail locations, combining tailored, localised in-store communications with personalised products for gifting.
Mondelez WTR Category Marketing Manager Nicole Hatt commented: “The investments Mondelez WTR is making in Cadbury leverage its playful, fun personality and loyal fan base to create an even stronger platform for the brand in travel retail during 2015.
“Our new “˜Sense of Place’ strategy has been proven at London Heathrow, and we will use this to deliver a similar level of emotional appeal at other hub airports in 2015, specifically to shoppers looking for souvenirs. Additional changes to the travel retail exclusive Cadbury range will generate further momentum for the brand in the channel, bringing added appeal to some already well-established and hugely popular lines.”
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The new Cadbury “˜Sense of Place’ strategy combines localised in-store communications featuring “˜destination icons’ that reflect local landmarks and culture, alongside exclusive souvenir sleeves supporting the travel retail exclusive tablet range |
In a Mondelez WTR focus group with key nationalities, including German, British, Russian, Indian and Chinese shoppers, souvenirs and products with location-specific packaging were highlighted as being products that would make them more likely to shop in a duty free confectionery offering. However, these same shoppers also brought up concerns with product quality when buying souvenirs, stating they would prefer to buy souvenirs from trusted brands.
With this in mind, the new Cadbury “˜Sense of Place’ POS and communications strategy was created, combining localised in-store communications featuring “˜destination icons’ that reflect local landmarks and culture, alongside exclusive souvenir sleeves supporting the travel retail exclusive tablet range. The new strategy was unveiled at the opening of London Heathrow Terminal 2 – The Queen’s Terminal – and will be rolled out at selected travel retail locations, including Dubai, over the course of 2015.
Mondelez is also introducing a playful new look and feel for the popular Cadbury Dairy Milk Bag and Pouch ranges, as well as a new travel retail exclusive format for Cadbury Heroes.
The new design for Cadbury’s iconic Bag and Pouch ranges is exclusive to travel retail and incorporates a number of “young and playful elements” in its visual identity, according to Mondelez. The refreshed packaging features new flavour icons which deliver enhanced on-shelf signposting and visual cues, while also featuring extensively in supporting POS communications. The new-look Bag and Pouch ranges will be available from October 2014.
The new Cadbury Heroes format targets UK shoppers – the number one outbound nationality globally in airports, according to Paxsmart. Cadbury Heroes, a mixture of miniature chunks of Cadbury Dairy Milk, Twirl, Creme Egg, Cadbury Dairy Milk Caramel, Fudge and Eclairs, is said to be a key gifting sub-brand for British consumers with strong performance in the UK domestic market. The travel retail exclusive will be available from October 2014 in an exclusive bigger box versus the domestic product.
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The refreshed product range includes a new travel retail exclusive format for Cadbury Heroes (top left) and playful new designs for Cadbury’s iconic Bag and Pouch ranges | |
