Mars ITR to showcase new M&M’s products and campaigns in Cannes

Mars International Travel Retail will unveil new product innovations at the TFWA World Exhibition & Conference, which begins in Cannes later this month (Bay Village, 9).

The confectionery specialist revealed that this will include a new range of products for its M&M’s brand, which it said will “drive disruption and fun on the global travel retail shop floor”.

It added that M&M’s humanised Red and Yellow characters, with other colours in support, will be prominent in the campaigns promoting the new lines.

M&M’s humanised Red and Yellow characters will be to the fore in the new campaigns.

Of the new M&M’s products, Mars ITR Category Director Raghav Rekhi said: “The brand offers product concepts that appeal to the widest of age groups and which have built a loyal following worldwide.

“This enables us to create experiences in-store that genuinely appeal to a broad demographic and that’s not always appreciated or understood. It also means that in terms of product offer M&M’s can cater for all shopper needs – sharing, gifting (to all ages) and personal enjoyment.”

He added: “Based on our most recent shopper insights that include exactly why travellers do or do not buy we’ve created new product concepts for M&M’s that will really appeal to all.”

Artwork from a recent Mars ITR travel retail campaign.

Also being revealed by Mars ITR in Cannes are details of a new travel retail-exclusive advertising campaign for M&M’s with the theme of ‘Connect’. Its aim, Rekhi said, is to encourage travellers to share a pack of M&M’s “during key moments of travel – such as waiting time or screen time”.​

Mars ITR is part of Mars Wrigley Confectionery, which describes itself as the world’s leading manufacturer of chocolate, chewing gum, mints, and fruity confections.

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