Mars International Travel Retail (MITR) will focus on its Galaxy range at this month’s MEADFA Conference in Jordan.
This follows the launch of new Galaxy travel retail packs at last month’s TFWA World Exhibition in Cannes.
As reported, MITR has ambitious plans to relaunch the brand in global travel retail.
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Chocolate challenge: Galaxy is the fifth largest chocolate brand in the world, but does not have a strong presence in travel retail outside the Middle East, something MITR plans to address | |
MITR said its stand at MEADFA has been designed to reflect Galaxy chocolate’s new style, with product sampling offered.
“Jordan is the perfect location to continue the Galaxy launch as the brand is hugely popular in the Middle East and represents a significant proportion of the brands sales in international travel retail,” said MITR General Manager Craig Sargeant.
“The Middle East continues to play a leading role in developing our business for the brand so it really makes sense to be here in Jordan. MEADFA attracts key buyers from the region and so it is a wonderful opportunity to discuss the new strategy for the brand with both existing and potential customers.”
Sargeant said the launch of the new Galaxy product range in global travel retail will be supported by new displays, activations and promotions. The brand provided a talking point for MITR in Cannes, where Galaxy hostesses in specially designed chocolate bar dresses encouraged sampling.
“The structure of our Galaxy story to customers was based on three key insights that will ensure success of the brand in travel retail,” Sargeant said.
“Firstly, the brand is the fifth largest chocolate brand in the world, yet does not currently have a strong presence in travel retail outside the Middle East. Secondly, Galaxy is already very popuar in the domestic market of the world’s top travelling nations. Thirdly, Galaxy has a unique brand story that provides huge potential to deliver a fantastic shopper experience in international travel retail,” he added.
MITR highlighted other key growth drivers for 2016 as part of its “˜Power of a Smile’ category vision, underlining the growth that can be gained by focusing on the bestselling core confectionery items as well as exploiting the potential of sugar and gum in the category.
“We invested in a completely new approach to Cannes to help bring our plans to life and enable constructive meetings with some of our key customers. For us, it was a successful week and we are now looking forward to continuing the discussions in Jordan at MEADFA,” Sargeant concluded.
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Galaxy was one of MITR’s key talking points at Cannes, as were the outfits of its brand ambassadors |
