UAE. Cloetta Global Travel Retail has partnered with Dubai Duty Free and King of Reach by B&S to run an experiential activation for The Jelly Bean Factory at Dubai International Airport (DXB).
The animation ran throughout June and combined eye-catching design with interactive digital elements.
At the heart of the activation was a striking display of the Burj Al Arab, reimagined in the brand’s signature purple hue to create a memorable visual anchor and social media photo opportunity.
The animation featured a dedicated display for the travel retail-exclusive 175g Tube – a hero SKU already listed in over 50 locations globally.
A bespoke The Jelly Bean Factory augmented-reality (AR) photo booth, debuting at DXB, was a standout element. The booth enabled travellers to activate a selfie function on their smartphones via QR code, overlay branded stickers and themed backgrounds, and instantly share their images online.
According to the partners, the AR initiative addressed a core challenge in travel retail: creating meaningful, low-touch engagement in high-traffic areas. It forms part of Cloetta GTR’s mission to encourage footfall through playful, interactive and differentiated activations that bring joy to the airport environment.
The campaign also underlined the strength of Cloetta GTR’s partnership with distributor King of Reach by B&S. Initially focused on the Middle East, the collaboration has scaled to further support Cloetta’s global expansion in the channel.
Cloetta GTR said The Jelly Bean Factory – known for its gourmet positioning, clean recipe (gelatine-free, no artificial flavours or colours) and bold branding – continues to resonate strongly with international travellers. The brand is a key driver in the company’s broader goal of expanding the sugar confectionery category in travel retail.
“We’re excited to host The Jelly Bean Factory activation at Dubai Duty Free,” said Dubai Duty Free Senior Vice President for Purchasing Sharon Beecham. “It’s a fun, eye-catching experience that brings something fresh and engaging to our retail space.
“Travellers are always looking for something memorable, and this activation delivers just that. We’re proud to support creative brand experiences like this at Dubai International Airport.” ✈
