UAE. Kreol Travel Retail and Kellanova GTR have joined forces with Lagardère Travel Retail for a high-profile Pringles activation at Zayed International Airport, running throughout the summer.
Located within Abu Dhabi Duty Free, the activation features bold themed branding and eye-catching visuals designed to elevate the retail experience and maximise brand visibility.
A Pringles-themed runway anchors the promotional space at the flagship checkout zone, enhanced with sky visuals, clouds and a playful downpour of Pringles.
Branded planes flown by Pringles’ popular character Mr P bring energy to the display while highlighting the brand’s travel-friendly appeal.
Pringles’ travel retail-exclusive packs and flavours are also being showcased.
This immersive installation is part of the brand’s wider strategy to boost impulse snacking purchases in the channel through strong in-store branding.
Kreol Group Executive Director Kreol Arakulath said, “Tactical in-store branding is no longer just about visibility – it’s about anchoring the brand in the traveller’s memory.
“By creating high-footfall moments that entertain as well as inform, we help brands like Pringles convert attention into lasting brand equity and sales uplift. It’s about turning those few seconds or minutes of ‘the wait’ into a more pleasant branded experience.”
The campaign supports category expansion by promoting channel-exclusive offers and limited-edition flavours, reinforcing the effectiveness of location-led brand activation.
Kellanova Lead of Travel Retail Jeanne Reijnders said, “This activation perfectly captures the playful essence of Pringles while aligning with our strategic goals in travel retail.
“By creating a visually engaging and entertaining in-store experience, we enhance brand visibility, elevate the shopper journey, and ultimately drive on-the-go snacking purchases. It’s a dynamic way to connect with travellers and bring added excitement to the point of sale.”
Lagardere Travel Retail UAE VP-Marketing Renee Mallia added, “We’re proud to partner with Kreol Travel Retail and Kellanova GTR to bring this exciting concept to life at Abu Dhabi Duty Free. It reflects our commitment to delivering engaging retail moments that elevate the shopper journey and drive category growth.
“The playful Pringles runway captures attention and also supports key objectives around brand awareness and sales conversion.” ✈
