Lindt will focus heavily on its new Diva truffle collection at next month’s TFWA World Exhibition, with a series of promotional activities planned to support the launch.
The Diva collection has begun a phased travel retail roll-out at Zürich Airport with the truffles being introduced in Hong Kong later this month, before rolling out to Dubai in October.
A special Diva promotion will take place at the Zürich Film Festival at the end of this month, with over 70,000 visitors expected to attend. Visitors will have the chance to take pictures of themselves against a specially designed Diva film festival-themed wall at Zürich Airport.
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Lindt: The Diva range is supported by a promotional programme |
A master chocolatier will also demonstrate the art of chocolate making and will present samples of the new range at the film festival.
Other activations will include a range of POS material such as travel retail-specific shelf talkers and a promotional campaign targeting female travellers to bring the concept of “˜being a diva’ alive.
Lindt Head of Global Duty Free Peter Zehnder said: “We’re delighted to be able to show Diva to the international trade at Cannes, and we’re very pleased to have the opportunity to talk to even more customers about it. The reaction of the trade, has been very enthusiastic. Innovative and stylish in terms of both the product and the way it is packaged, we believe the brand is ideally suited to the aspirational travel retail environment, and is an asset to any duty free operation, sitting well alongside a cosmetics and perfumery offer. Its appeal to women, who we know love the brand’s “˜cheeky’ name and striking good looks, also means it helps retailers to attract an important travel retail demographic.”
