Hong Kong and Singapore are the latest additions to the Ferrero Rocher T48 Destination collection which will be showcased by Ferrero Travel Market at the TFWA Asia Pacific Exhibition in May (Stand: N1 Basement 2).
The souvenir packs, featuring designs of famous landmarks, are exclusive to travel retail, and contain 48 of the brand’s chocolate pralines.
Destinations include China, France, Germany, Italy, UK, Dubai and the USA, as well as a World Traveller Edition to appeal to tourists all over the world.
Ferrero believes the boxes have “immense appeal” and said that the response to the introduction of the first designs in France and the USA confirmed the findings of a pre-launch survey in which consumers gave the souvenir boxes very high scores for gift-ability, modernity and appeal.
Speaking at last week’s IAADFS Duty Free Show of the Americas, Ferrero Travel Market Head of Marketing Sebastien Deflandre said the ability to add a local touch to a big brand was “a kind of bingo” for Ferrero. “We are focusing on innovation to add to the shopping experience. Results can only be positive,” noted Deflandre.
Ferrero Rocher T48 Destination: the souvenir packs will be spotlighted at TFWA Asia Pacific |
Ferrero Travel Market General Manager Patrick Baubry added: “In a cluttered global confectionery market, premium brands such as ours must focus on innovation. This is the basic pillar of our strategy. Our mission is to explore new market segments, serve the key segments such as premium gifting and sharing well, and delight consumers with innovative and existing presentations.”
Baubry also noted the performance of key brands Ferror Rocher, Kinder, Nutella, Tic Tac and Raffaello in the Americas.
“Despite the economic challenges affecting key markets in which we operate, 2015 was a positive period for Ferrero,” he said.
“When the going gets tough, it is essential to focus on your brand strengths and on strong partnerships with key stakeholders and this is what we have done. In Americas travel retail, our brands, particularly Ferrero Rocher, Nutella and, to a lesser extent, Tic Tac, can benefit from high brand awareness in the domestic markets.”
Baubry said Ferrero would capitalise on the brand’s awareness in the domestic market to strengthen its presence in travel retail, through high visibility activations such as the recent ‘Atelier del Gusto’ promotion for Ferrero Golden Gallery at Milan Malpensa Airport.
“We believe the Americas offers plenty of room to grow the Ferrero brands with the support of retail partners who will work with us to improve in-store penetration. Retail activation and shopping experience will definitely be the key for a bright future.
“We have work to do but, with the support of the retailers, the rewards are there to be taken,” Baubry concluded.
