Following what it described as an effective year of airport activations in 2013, Mars International Travel Retail (MITR) has launched the new M&?’s Watch promotion for summer this year.
The campaign aims to improve on the success of last year’s M&M’s Mega Beach Ball promotion, and includes an exclusive limited edition GWP offer of a colourful M&M’s watch with every three Maxi M&M’s pouches purchased.
Five models of watches are available, each with individual designs to match the personalities of the brand’s iconic characters: Red, Yellow, Blue, Green and Orange.
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The M&M’s watch is available in five colours, each representing one of the M&M’s characters |
As last year, the company is incentivising shop floor staff to support the promotion through a competition with a top prize of US$1,000.
MITR Marketing Director Lieke Duijmelings said: “We’re challenging retail staff to really get behind this promotion and create excitement on the shop floor. We provide the tools, including a fabulous POS pack of merchandising materials with posters, stackable cubes, shelf talkers and other accessories – then it’s up to the individual teams to create the most original, fun and inspiring displays to help increase sales.”
Teams are encouraged to take photos of the displays and send them to the MITR head office for judging. Apart from the top prize, there are also second and third prizes of US$500 and US$250 (given in local currency equivalents), and all three teams will be treated to a night out on the town.
This year’s incentive follows a similar scheme attached to the previous M&M’s Mega Beach Ball campaign.
“Retail staff across the globe bought into the idea and we saw some brilliant executions on the shop floor,” Duijmelings recalled. “There were some incredibly impactful presentations and we were really impressed at the enthusiasm with which staff worked to maximise the effect of the promotion.”
Last year’s winning team was Duty Free Americas Punta Cana, with Qatar Duty Free second and Tallink Silja third.
“At Punta Cana Airport in the Dominican Republic the fun and engaging M&M’s Mega Beach Ball promotion resulted in a massive sales uplift for the brand and we were delighted with the results,” Duijmelings added.
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The triumphant Duty Free Americas shop floor team at Punta Cana International Airport |
Duty Free Americas Supply Manager and Confectionery Buyer Yorvis Y. Campines said: “It was a great partnership between Duty Free Americas and MITR resulting in a great big-impact promotion. It increased not only category sales but also sales of the store overall.”
Ülle Kallas, Shop Manager on board the Romantika, received the award for Tallink Silja. She said: “We were all very glad and surprised about the prize. The M&M’s beach balls were very attractive and thanks to them the campaign was very successful: everybody wanted this kind of beach ball. The M&M’s Mega Beach Ball campaign was very inspiring.”
“Bringing confectionery to life through theatre is at the heart of the MITR activation,”Duijmelings highlighted. “By recognising the efforts and imagination of retail staff in-store we believe we create a win-win situation for everyone: brand, retailer and consumer.”
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Romantika Shop Manager Ülle Kallas (right) receives the award for Tallink Silja |
