Swiss chocolatier Lindt is highlighting its new Diva truffle range in a cross-category promotion with beauty and liquor to expand its customer reach.
Kicking off at Hong Kong International Airport this month, the initiative is offering tastings of Lindt Diva to passengers over a four-week period. The chocolates are being promoted alongside perfume and cosmetic products with customers spending more than HKD500 (US$64.50) on those products receiving a -35% discount on a Lindt Diva slip-case.
At Dubai International Airport, a Lindt Diva display has been set up at the alcohol department to highlight the connection between the two travel retail categories.
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The initiatives demonstrate the potential of cross-category promotions in travel retail | |
Lindt & Sprüngli Head of Global Duty Division Peter Zehnder said: “These campaigns are an imaginative initiative to drive more traffic from other travel retail categories to confectionery. The promotion of Lindt Diva at Hong Kong and Dubai highlighted the premium quality of the brand, and allowed us to engage on an emotional level with customers.”
The Lindt Diva truffle collection is available in four sizes: the 182g collier and jewellery boxes, each containing 16 truffles; a 229g hatbox with 20 truffles as well as a 57g slip-case of five chocolates. The truffles are available in chocolate, Marc de Champagne, Rose Marc de Champagne and Irish Cream, all with gold dusting.
Lindt said it will continue to implement similar cross-category campaigns throughout 2015.
